On nearly any list, most people can remember the top three with little effort. What if you’re not close to the top?

Is this a good ad?

Does it make you want to buy a can of John’s Tomato Juice?

A good ad would.

A good ad would catch the attention of someone who wanted tomato juice, and offer compelling reasons to…

Successful marketing, getting your company noticed, requires behavior that’s not only risky, it runs counter to instinct.