What’re the differences between business, marketing and advertising objectives?

Every Tuesday and Thursday, Steven Keith will simplify a misunderstood marketing term, kill a common marketing misconception, or pry apart terms within the realm of digital marketing that should never have become synonymous. The differences between business, marketing and advertising objectives often get confused, or, at the very least, they blur into each other creating […]


What is the difference between Direct Advertising and Content Marketing?

Every Tuesday and Thursday, Steven Keith will simplify a misunderstood marketing term, kill a common marketing misconception, or pry apart terms within the realm of digital marketing that should never have become synonymous. The difference between direct advertising and content marketing is fairly straightforward. Direct advertising, often synonymous with direct marketing, is a solicitation or […]


Applied Innovation: Projection Mapping the Mainframe

This week, IBM announced a new entry-level mainframe, the z13s. Centerline worked with the IBM team to craft a 22-minute webcast, launched in conjunction with Fast Company, that features IBM executives and customers like Vodafone and ADP discussing the benefits of the z13s. You can view the full webcast, and the entire Fast Company experience, […]


Dual Process Theory in Content Marketing (Part One)

The other day several of my brilliant co-workers were discussing the definition of content marketing. What is it, really? Why should our clients pay for it? There was some really great discussion about this… that I didn’t participate in. I didn’t speak up because the discussion sparked an idea in my head that I didn’t […]


Become An Analytics Competitor

Business Intelligence and Analytics Programs can be found in many organizations today. A Gartner Survey reveals that 73 percent of organizations have invested or plan to invest in Big Data by 2016. While this is a great trend, organizations find themselves at vastly different maturity levels in terms of the analytics they are performing, the […]


Understanding Different Types of Web Designers

Know any good designers? In short, of course. The real question is: What type of designer do you need? Within the past couple of decades, graphic design has surpassed packaging and print design, pushing into web design, game design, app design, interaction design and user experience design. A good designer, just like any professional, is […]


Operations Strategy? What Operations Strategy?

Have you ever asked a simple question in professional conversation with someone and experienced that unmistakably embarrassing look on their face like they just realized they forgot to pick their kids up from the mall? I seem to get that whenever I ask someone to point me to their Operations Strategy. Why aren’t more people […]


Building a Customer Experience Framework

At last week’s High Five Conference, Kate Williamson, John Lane, Steven Keith and I led a customer experience (CX) workshop that sparked fantastic conversation with marketing and creative professionals from across the country. The purpose of our workshop was to share the CX tools and methodologies that we use with our clients to help them […]


Defying the Production Triangle: There is No Spoon

Spoon boy: Do not try and bend the spoon. That’s impossible. Instead… only try to realize the truth.Neo: What truth?Spoon boy: There is no spoon.Neo: There is no spoon?Spoon boy: Then you’ll see, that it is not the spoon that bends, it is only yourself.(From The Matrix) The production triangle is a concept related to […]


User Experience Design Process [INFOGRAPHIC]

At its core, User Experience Design is about people. It’s about truly getting to know them, whether they’re stakeholders or end-users. The more you know about someone’s digital preferences and behaviors, the better you’ll be able to design for them. That’s why we do so much research, and that’s why we do so much testing. […]


Conducting User Interviews: Lessons Learned

Happy World Usability Day! In honor of this holiday, I’m paying homage to the most important part of usability and user experience — user research! — by sharing some things I’ve learned about conducting user interviews (and stakeholder interviews). Assemble Your User Interview ToolboxFirst things first. Before a user interview, think about what kinds of […]


UX Workshop Activity: Missions, Mindframes and Methods (M3)

User goals should be the backbone of your design strategy. That’s the thought that led to the creation of this UX technique I dubbed “Missions, Mindframes and Methods,” or “M3” for short. It’s a UX workshop activity designed to help stakeholders consider the goals and potential mindsets of the target audience at hand. The template […]