New, York, New York
alex@thesevengroup.com

Month: January 2019

Uncovering the kernel

The average person thinks between 50,000-80,000 thoughts a day. That means around 2,100-3,400 per hour. While most come and go, every once and a while an idea bubbles-up that’s worth exploring. This is the idea that internal stakeholders get excited about, the one that will determine a company’s future. As these ideas evolve, a kernel…
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The Apple Box

When you open an Apple product it feels premium… from the simplistic design to the slight-friction when the box is opened, everything about it signals exclusivity. This slow-glide friction is no mistake. Not only does Apple have a designer solely focused on packaging, but they also have a dedicated box opener. Someone who consistently tests…
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The $100 a Day Framework

From social media to podcasts, today’s marketing channel options are endless. Many experts will tell you that you need to be on every channel, every day, producing and distributing content… The reality is, most of us have limited time and budgets, so we need to place our bets strategically when it comes to building our brand.…
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Taking the insight a step further

As a marketer, I love a good metric just as much as the next guy. Seeing a campaign drive more page views, sign-ups, or leads is not only good for business, but it makes us feel that our work has meaning. Often though, when we see a metric (good or bad), we tend to hook…
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What is influence, really?

Influence is defined as the power to have an important effect on someone or something. If someone influences someone else, they are changing a person or thing in an indirect but important way. With the rise of social media, particularly Instagram, the ability to influence became more accessible than it was 10, or even 5 years ago.…
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A Case Study: Going All-in on Search

When first starting at my current company, it was clear within the first few days that we had a number of initiatives to tackle, including relaunching our brand, improving our technology stack, getting our data in order, reworking our events process, and more. But, one item on the list was clearer than any others –…
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Foundation for Scale

We hear a lot about scaling a business in the modern world… Some say it’s easier than ever given our access to technology and the ability to reach anyone at a moments notice. Scale = efficiency…. it allows us to deploy faster, pivot on a dime, serve more people, but without foundation, scale is easily breakable.…
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The Yin & Yang of Sales and Marketing

The yin and yang philosophy is simple… It’s the idea that contrary forces may actually be complementary and interconnected. One cannot exist without the other. They are in a constant flow and changing-state together. The relationship between sales and marketing is the perfect parallel to the yin and yang. Sales needs marketing and marketing needs…
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Pass the Auxiliary Cord

We all remember the importance of the auxiliary (AUX) cord during a long road trip. It gave us the ability to amplify sound on a moments notice. It enabled us to share the music we love with everyone in the car. Social media is the AUX cord of the modern business world. It allows us…
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What makes a great brand?

With there being an incredible amount of saturation in every market nowadays, gone are the times when one marketing or sales channel had the ability to convert customers on a regular basis. As people are interacting with companies and products on their own terms, their own time, building a lasting and differentiated brand has become more important…
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