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What It Takes to Be an NFT Artist

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At first, it looked like the biggest art heist in history. As rumors spread that online art marketplace OpenSea had been hacked, the estimated value of the stolen artworks reached as high as $200 million. It was as though someone had broken into Amsterdam’s Van Gogh Museum and walked off with almost the entire gallery. In fact, the raid turned out to be a lot smaller than initial reports...

What Effective Social Responsibility Marketing Needs to Do

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The campaign should have been everything that Keurig needed to stand out and win the coffee company a new, young audience. Nespresso had George Clooney. De’Longhi had Brad Pitt. Keurig would have recyclable coffee pods. All customers had to do after they’d finished making their morning cappuccino, was peel off the silver top, dump out any coffee grounds, and toss the plastic cup into the...

Building Your Substack Newsletter

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In May last year, Andrew Walker, a portfolio manager at Rangeley Capital, and host of the Yet Another Value podcast, made the switch. After several years of blogging, he decided that he’d had enough of the technical problems that came with managing a site on his own. At least once a month, he noted, something on the site would break, requiring a few hours to fix. So he followed the direction of...

The Right Way to Steal Ideas

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The judgment was a long time coming, and it still might not be final. In March 2020, a US appeals court ruled that British rock band Led Zeppelin hadn’t stolen part of their song Stairway to Heaven. Randy Wolfe, a member of Spirit, a Los Angeles band, had claimed that Led Zeppelin’s Jimmy Page, Robert Plant and John Paul Jones had lifted a chord progression in Taurus, a song written by Wolfe...

Why You Invest in the Wrong Projects

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Tech entrepreneurs often dream of producing a new technology that will change the world. They might hope to reinvent the mobile phone as Steve Jobs did when he launched the iPhone. Or they can imagine themselves recreating the motor car as Elon Musk did when he set up Tesla. Or they might fantasize about a whole new space industry (again, Elon Musk.) Most, though, have to settle for an impressive...

Why Audiences Should Fear Your Ads

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A baby doll sits with its eyes closed in almost empty room. The walls are white and bare. Opposite the toy is the black box of a PlayStation 3. The doll’s eyes snap open. It gurgles like a baby and reaches towards the console. The doll’s laugh shifts from a baby’s giggle to an adult’s maniacal laugh. Then it releases a scream. Tears flow as fire flashes in the doll’s eyes before the tears roll...

Find the Right Thinking Hat for Your Brainstorming Session

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Edward de Bono, a Maltese physician whose promotion of lateral thinking had made him a highly sought consultant, was writing an article. He tried to imagine a situation in which participants took part in creative thinking, a time when they would toss out new concepts, discuss and develop them. But whenever he thought of someone suggesting a new idea, he visualized another participant shooting it...

Marketing After Facebook

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Whistleblowers are supposed to come out of defense institutions. They’re supposed to alert the world to abuses of power, expose egregious cover-ups, or reveal atrocities that have been swept under the carpet. They’re not supposed to come from Silicon Valley hi-tech companies built to help people show pictures of their cats. But when Frances Haugen sat down with 60 Minutes in October 2021, what...

Mind Mapping for Experts

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As Covid continued through the start of 2021, Adi Adegbite, a UX researcher and designer, noticed an increase in the number of people complaining on Twitter about PLT, a shopping app made by a UK-based fast fashion brand. Adegbite took the complaints as an opportunity to practice her UX design skills. Her aim, she says, was to improve the overall user experience by providing a better shopping...

Make Your Company as Creative and as Passionate as You

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Brett Bilbrey thought he’d made a mistake. As an engineer at Apple, his team had been set the task of creating the original Mac Mini. The Industrial Design group brought in mock-ups showing how they wanted the miniature computer to look, and Jony Ive, Apple’s chief designer, told them he wanted it to be as small as possible. Bilbrey, worried in part about the challenges involved in cooling a...

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