# time talking (blogs) — RSS Amplifier Recent posts from the 1 feeds in the RSS Amplifier directory that cover time talking. Page: Feed: --- ## [The problem with ROI](https://pigsdontfly.com/2025/12/the-problem-with-roi.html) _2025-12-05 · Zac Martin · Pigs Don't Fly by Zac Martin_ The marketing team at Brand A delivers a campaign with an ROI of 1.6x. The team at Brand B return 2.0x. Which company has the happier CFO? This scenario I teach at AdSchool highlights the fundamental problem with ROI. The answer is, we need more information . Because these ratios, by themselves, are largely useless. In the tutorial, I then reveal Brand A invested $5m, delivered $20m in incremental… ## [The job of advertising is not to sell](https://pigsdontfly.com/2025/09/the-job-of-advertising-is-not-to-sell.html) _2025-09-21 · Zac Martin · Pigs Don't Fly by Zac Martin_ David Ogilvy said “We sell or else.” And it’s a hard position to argue with. We make ads, not art. Clients come to agencies for commercial outcomes. But the language “sell” can be problematic. It can leads us down the wrong path to deliver on that promise. Yes, the job of advertising is to deliver a lift in sales. But it doesn’t have to sell. When you say something must sell, you play to the… ## [It’s better to be interesting than right](https://pigsdontfly.com/2025/03/its-better-to-be-interesting-than-right.html) _2025-03-24 · Zac Martin · Pigs Don't Fly by Zac Martin_ In 1870, the founder of Angostura bitters dies and passes the business onto his sons. They rebrand, with one brother designing the label and another sourcing the bottle. Without collaborating, they mistakenly end up with a print too big for the glass. But someone gives them sound advice; make the label your signature. A century and a half later, we d call it a distinctive brand asset. An error… ## [Don’t tell them how good you are. Tell them what you’re good for.](https://pigsdontfly.com/2024/10/dont-tell-them-how-good-you-are-tell-them-what-youre-good-for.html) _2024-10-09 · Zac Martin · Pigs Don't Fly by Zac Martin_ Years ago, I was working on Cadbury Favourites. They were coming off their hugely successful What to bring when you’re told not to bring a thing campaign. The strategic challenge was; do we double down on the BBQs moment, or do we move onto a different one? In hindsight, with the benefit of marketing science, the answer is obvious. It s classic Category Entry Point theory. And we don t spend…