It’s a balancing act.

Important, useful, and original thinking from the past year.

And four ways to improve it.

Question: Lately I have been hearing a lot—both in the news and on the job—about companies using contingencies in contracts. Given that I sometimes negotiate deals that entail a lot of risk regarding how future events will play out, I am interested to know how contingencies work and how I might use them.

Writing effective copy for a new product can be a challenge – potential customers most likely don’t know anything about the product, how it works or why it should matter to them.

This MarketingSherpa Blog post offers a video example of compelling new product copy and a five-point breakdown on what makes that copy effective.