Occasionally I take time out from talking to startups to meet with folks from big brands. What keeps surprising me is that many of these brands don’t seem to understand the power of direct. By direct I mean any communication that is direct between the brand and existing or potential customers without requiring the use of a “medium” to carry the message. Instead, many brands treat the Internet as if it were just another medium that is similar to previous ones. The logic seems to be mostly arou...
