What is the Familiarity Principle? In short, the familiarity principle is the tendency among human beings to develop a preference for things (be they people, products, ideas etc.) which they see more ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. In the dynamic world of B2B ...

How will your marketing plan change in the face of economic change? Maybe it doesn’t need to. The key is to monitor the market closely. Businesses that keep a very close eye and ear out for how their ...

When a business owner repeats the strategies everyone else uses, they don’t give customers a reason to choose their product over competitors and will likely fail. An effective marketing campaign ...