Entries by Ted Baxa

Service for Its Own Sake

Everyone knows that good customer service is a critical ingredient to business success (excluding your local cable company, whose quasi monopoly enables sadistic abuse of customers with impunity). But client service is often viewed as a chore—as a sort of unappetizing “health food” that has to be tolerated to achieve some other goal: keeping a […]

Enterprise Software: A Trillion Dollar Opportunity?

Box.com co-founder and CEO Aaron Levie published a terrific piece last night outlining the thesis that enterprise software is on the path to being a trillion dollar market. His argument is basically an extension of what Marc Andreessen laid out years ago in his famous Wall Street Journal op-ed from 2011: software is “eating” the […]

David Ogilvy on “Good” Marketing

What makes an advertisement good? Should it be original and edgy or comfortable and safe? Should it make us laugh? Or should should marketers channel their inner Don Draper to produce advertisements dripping with sentimentality that reduce stodgy businessmen to tears? I’ve recently re-read David Ogilvy’s classics Confessions of an Ad Man and Ogilvy on Advertising, and his definition of a good ad is the best I’ve seen: A good ad is an ad that […]