Category: Marketing Through Change
Crossing the threshold

By Pablo Colomban

Who do you trust? That’s a simple question, but the answer is as complicated as humans are. People have varying degrees of innate trust based on complex sociological factors. There are “low trust barrier” people who will forge relationships quickly and see the world from a “people are good and trustworthy until they prove you […]

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Why ‘Trust’ is the most important (and least defined) concept in B2B Technology

By Pablo Colomban

Tech may still be top of the heap, but it’s falling. And the heap is on fire. The reality is, trust in all sectors declined this year, and the tech sector declined the most.

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Trust in Change

By Pablo Colomban

It’s been a pretty wild ride. The last year has brought us all more challenges than we could have imagined. No news there. But underlying the pandemic and the socio-political unrest lies a deeper problem that had been forming long before the events of the last year. Put simply, we don’t know what (or who) […]

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Trust Starts with Truth – and Truth is Coming Back

By Pablo Colomban

Let’s face it, for several years truth has taken a beating in the political realm, and it’s spilled over into other aspects of our lives. Only the strongest faith in our peers could keep us from being skeptical about the words we hear from institutions… and even individuals. OK, rant over. Now the silver lining […]

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Tips for Remote Hiring and Onboarding

By Pablo Colomban

If I were asked to describe my first month of work at 90octane, I’d simply say it’s been different. Different than starting other new jobs where I’d wake up in the morning to try on half a dozen outfits, try to shake off those first day jitters.

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How Trust Can Help You Navigate the Now, and Plan for the Future

By Pablo Colomban

While empathy is important, it’s not enough on its own. Investments made in marketing still need to be effective and drive results, especially during these times where marketing and sales teams are being asked to do more with less.

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Making Remote Work

By Pablo Colomban

When it comes to client collaboration, few things take you further than strategizing face-to-face. But we all know the story there, right? So this year, we got crafty with our clients at Oracle Customer Experience to structure and host our first-ever 100% remote annual planning session.

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The (Critical) Spaces Between

By Pablo Colomban

So much of finding your own creative space is about finding the right headspace. In some ways, working remotely allows for easier mental breaks, or to get a needed change of scenery.

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Cookies – Where to Next?

By Pablo Colomban

Planning ahead and putting the right partnerships in place now will be key to delivering value to clients later.

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Making Something Good, Then Making it Better

By Pablo Colomban

Collaboration, critique and iteration is critical to making something great as a team. Let’s take a look at how things have changed as our process moves into the review and execution phases.

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Group Thinking without the Group Think

By Pablo Colomban

Group brainstorms serve many purposes. They’re useful just to get all the people attached to a project into a room so everyone is clear on the brief and who will be tackling it.

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Thinking Big in a World of Tiny Windows

By Pablo Colomban

The way ideation happens at 90 has changed, fast. Overnight, actually. We’re all in a new environment – coming up with ideas, concepts, solutions while our contact is limited to the little video windows into our home lives.

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Rediscovering the Art of Listening

By Pablo Colomban

The spring of 2020 will likely come to be remembered as the dawn of the age of adaptation.

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Building Trust in Times of Change

By Pablo Colomban

We’re all in this together. That’s what we’re supposed to say these days, right?

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Marketing a Merger or Acquisition? Prove It

By Pablo Colomban

Imagine this: Your company is acquiring a high-flying startup in the same space, and the deal is closing in a month.

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What to Expect When You’re Expecting Change

By Pablo Colomban

Earlier this year, BB&T announced its merger with SunTrust.

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Closing the Trust Gap

By Pablo Colomban

Recently, Airbnb hired a new CTO — not CTO as in chief technology officer, but as in chief trust officer.

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