Blog

Creating Under the Influence: Four ways poetry can inspire deeper, more authentic engagement

Hugh Schulze

Much has been written about content strategy in the past few years. The Content Marketing Institute reports that “90% of top performing B2B content marketers put their audience’s informational needs ahead of their company’s sales/promotional message.” While I acknowledge the need for target audiences to receive relevant information (“a difference that makes a difference”), I…

The 5-Point Plan to Building Trust and Accountability in Client Relationships

Ryan Barrett

For the long-term success of any agency, account professionals strive to develop client relationships that last. Not just until the next project, not just until the next quarter, but for years to come. At c|change, we’ve seen atypical success in this department. Most of our business is with companies that we’ve called clients for many…

Creative Magic: The Power of Misdirection

Hugh Schulze

“Inspiration is for amateurs; the rest of us just show up and get to work.” –Chuck Close, painter For visual artists like Chuck Close and Ruan Hoffman and writers like Philip Roth, “inspiration” is a problematic word. To hear them tell it, the creative process requires unwavering Stoicism. But there’s something about their condemnations of…

How to Better Hear the “Who” of New Business: Warming Up Your Cold Marketing Outreach

Adrian Gershom

As VP of Marketing & Digital Strategy, one of my primary responsibilities is to discover and nurture new business leads for c|change. Like most agencies that must balance internal marketing with helping our clients grow, it’s essential for us to be efficient in how we generate and qualify business leads for our services. That’s why…

Getting to Mū
Or: The Art of Asking
Better Questions

Hugh Schulze

At one of my first copywriting jobs, I met a man I came to call “Not Enough Bob.” N.E.B. was a senior copywriter in his late thirties/early forties. At the start of each workday, you could find him at the coffeemaker, mug in hand, shaking his head. Ask him what was wrong and he would…

Sherlock Holmes and the Case for Coherence (in the midst of Disruption)

Hugh Schulze

In 1893, Arthur Conan Doyle was traveling with his wife through Switzerland, when they happened upon the perfect place to kill Sherlock Holmes. The couple had taken a scenic walk to the Reichenbach Falls near the village of Meiringen in the Bernese Alps and it was here the author decided to have Holmes and his…

What’s your browser? Curiosity versus our default setting

Hugh Schulze

In his bestseller, Originals, organizational psychologist Adam Grant cites a research study that set out to measure predictors of job performance and satisfaction. The study, conducted by Cornerstone OnDemand, surveyed about 30,000 employees in call centers for banks, airlines and cellphone companies. They were looking for clues as to what kept an employee at their…

Why do we let a robot run our Twitter?

Adrian Gershom

The best quotes strike the right chord at the right time, and this one we recently shared on our Twitter account spoke to me. It’s a quote that explains so well how our core value of Mindful Creativity is put in action every day at c|change. I couldn’t have chosen a better quote myself! And…

Notes from the film set

Hugh Schulze

At 8:30 in the morning on Saturday, October 27th, we wrapped principal photography on Dreaming Grand Avenue. It was the last of three back-to-back all-nighters filming around Chicago: at the Adler Planetarium, a 2 AM motorcycle ride down Lakeshore Drive, and a cemetery, finally culminating in a shoot on the Chicago River on a Shoreline…

When Creativity and Credibility Collide

Hugh Schulze

As I was making my way home through Cubs traffic the other day, I found myself behind a Budweiser truck on its way to its next delivery. As a copywriter myself, I’m sure I’ve inflicted some hyperbole on a client or reader at some point in my career, but reading this I wondered: does the…

More than Storytelling, Worldbuilding

Hugh Schulze

When George Lucas sold his Star Wars universe to Disney for $4 billion dollars in 2012, he wasn’t just leaving a legacy of Jedis, droids, sarlaccs, lightsabers, Death Stars, and Darth Mauls, he had fundamentally changed how studios make movies. Through cultural osmosis, he also changed how creative businesses from advertising and design agencies to…

Worldbuilding and Empathy

Hugh Schulze

She was definitely a black or white kind of woman, that Ayn Rand. Of course, there have always been people who have proclaimed (OFTEN IN ALL CAPS) that they are Right and the other side is Wrong…

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