Whether you're an entrepreneur seeking to disrupt a product category or an established organization in the midst of digital transformation, success will hinge on one thing: innovation.

In working with marketing, BI and sales teams over the years, I've noticed a regular misuse of the terms segments and personas. Although often used in complementary ways, they are not one and the same. Here’s how I would differentiate.

Content, content, content - Yes, it’s still king and should still be at the top of the marketing or digital strategy agenda. So where to start? How does it fit in the overall marketing or communications plan?

Your “brand” is the sum total of all your customers' experiences with your organization and every touchpoint matters.