I enjoy Judy Shapiro’s pragmatic approach to 2010.  Meeting the business objectives is the number one goal, even if that means avoiding the glitz and staying with the tried and true.  It is easy to be lured down the path of shiny objects only to find expectations are too high and performance underwhelms.  I speak from experience on this one.  A grounded platform based upon facts and data is where I like to start.  Then a comprehensive integrated campaign, with the appropriate amount of attention-getting bling, can follow. Continue reading →