by Gord Hotchkiss

Physics has never been my strong suit, but I think I have a good basic grasp of the con­cepts of veloc­ity and direc­tion. In my expe­ri­ence, the two con­cepts have spe­cial sig­nif­i­cance in the world of direct mar­ket­ing. All too often I see mar­keters that are too focused on one or the other. These imbal­ances lead to the fol­low­ing scenarios:

All Direc­tion, No Velocity

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