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Ads are now being tested in ChatGPT in the U.S., appearing for some users across different account types. For the first time, advertising is entering an AI answer environment – and that changes the rules for marketers. We’ve used AI as part of ad creation or planning for years across Google, LinkedIn, and paid social. But placing ads inside an AI system that people trust to help them think, decide, and act is fundamentally different. This is not just another channel to plug into an existing media plan. The biggest question is not targeting. It’s psychology. If advertisers simply replicate what works in search or social, performance will disappoint, and trust may suffer. To succeed, brands need to understand how and why people use ChatGPT in the first place and what that means for attention, relevance, and the customer journey. ChatGPT is a task environment, not a feed People open ChatGPT to do something. That might be: Solving a specific problem. Refining a shortlist. Planning a trip. Writing something. Making sense of a complex decision. This is very different from feed-based platforms, where people expect to scroll, be interrupted, and discover content passively. In task-based environments like ChatGPT, behavior changes: Goal shielding: Attention narrows to completing the task, filtering out anything that does not help progress. Interruption aversion: Unexpected distractions feel more irritating when someone is focused. Tunnel focus: Users prioritize clarity, speed, and momentum over exploration. This is why clicks are likely to be harder to earn than many advertisers expect. If an ad does not help the user move forward with what they are trying to achieve, it will feel irrelevant, even if it is topically related. Add to this the fact that trust in AI environments is still forming, and the tolerance for poor or interruptive advertising becomes even lower. Dig deeper: OpenAI moves on ChatGPT ads with impression-based launch When there are no search volumes, behavior becomes the strategy For years, search volume has shaped how we plan. Keywords told us what people wanted, how often they wanted it, and how competitive demand was. That logic underpinned both SEO and paid media strategy. ChatGPT changes that. People are not searching for keywords. They are outsourcing thinking. They describe situations, ask layered questions, and seek outcomes rather than information alone. There is no query data to optimize against. Instead, success depends on understanding: What job the user is trying to get done. Which part of the journey they are choosing to outsource to AI. What kind of help they need in that moment. This is where behavioral insight replaces keyword demand as the strategic foundation. From keyword intent to behavior mode targeting Rather than planning around queries, advertisers need to plan around behavior modes, the mindset a user is in when they turn to ChatGPT. A useful way to think about this is: Explore mode: The user is shaping a perspective or seeking inspiration. Ads that work here help people start, offering ideas, options, or reframing the problem. Reduce mode: The user is simplifying and narrowing choices. Effective ads reduce effort by clarifying differences and highlighting relevant trade-offs. Confirm mode: The user is looking for reassurance. This is where trust matters most: proof, reviews, guarantees, and credible signals. Act mode: The user wants to complete the task. Ads that remove friction perform best, clear pricing, availability, delivery, and next steps. These modes closely mirror the human drivers we already recognize in search behavior: shaping perspective, informing, reassuring, and simplifying. The difference is that ChatGPT compresses these moments into a single interface. Dig deeper: What AI means for paid media, user behavior, and brand visibility Get the newsletter search marketers rely on. See terms. In ChatGPT, relevance is functional, not topical A key shift advertisers need to internalize is that relevance in ChatGPT is not about being related. It is about being useful. An ad can be perfectly aligned to a category and still fail if it does not help the user complete their task. In a task environment, anything that creates extra work or pulls attention away from the goal feels like friction. This means the creative rules change. High-performing ads are likely to behave less like traditional advertising and more like: Tools. Templates. Guides. Checklists. Shortcuts. Decision aids. They fit into the flow of what the user is doing. Generic brand ads, pure awareness messaging, and content that feels like a detour are likely to underperform. Dig deeper: Your ads are dying: How to spot and stop creative fatigue before it tanks performance Helpful content becomes the bridge across channels The same assets that make a strong ChatGPT ad – practical guides, frameworks, calculators, explainers, and reassurance-led content – also do much more than support paid performance. They build authority for SEO and generative optimization, earn coverage and credibility through digital PR, and reinforce brand trust across social and owned channels. This is where silos start to break performance. Paid media teams cannot create “helpful ads” in isolation if SEO teams are working on authority, PR teams are building trust signals, and brand teams are shaping voice independently. In AI-led discovery, these signals converge. The most effective ads may borrow from: Brand voice for clarity and consistency. Trusted voice through reviews, experts, or third-party validation. Amplified voice via media coverage and recognizable authority. The line between advertising, content, and credibility becomes increasingly blurred. Measurement needs a reset Judging ChatGPT ads purely on click-through rate risks missing their real impact. In many cases, these ads may influence decisions without triggering an immediate click. They may help a brand enter a shortlist, feel safer, or be remembered when the user returns later through another channel. More meaningful indicators may include: Shortlist inclusion. Brand recall. Assisted conversions. Branded search uplift. Direct traffic uplift. Downstream conversion lift. This reinforces the need for teams to work more closely together. If performance is distributed across the journey, measurement and accountability must be too. Dig deeper: AI tools for PPC, AI search, and social campaigns: What’s worth using now The brands that win will understand behavior best This is not simply a new ad format. We are looking at a behavioral shift. The brands most likely to succeed will not be the ones that move fastest or spend the most. They will be the ones who understand: What people actually use ChatGPT for. Which moments of the journey are being outsourced to AI. How to support those moments without breaking trust. A practical starting point is returning to jobs-to-be-done thinking. Map the actions that happen before someone buys, inquires, or commits and identify where AI reduces effort, uncertainty, or complexity. From there, the question becomes more powerful than “how do we advertise here?”: How can we be genuinely helpful at the moment it matters? That mindset will not only shape performance in ChatGPT, but across the wider future of AI-led discovery. And in that world, behavioral intent will matter far more than keywords ever did. View the full article

Master project estimation techniques, like parametric, analogous, and bottom-up methods, with examples and tips to help you choose the right approach. The post 6 Proven Project Estimation Techniques, Examples, & Best Practices appeared first on project-management.com. View the full article

Claimants hail ‘a decisive victory’ over corrosion and other faults at exclusive developmentView the full article

Starting a sole proprietorship can be a straightforward process if you follow the right steps. First, you need to understand what a sole proprietorship is and how it affects your business. Next, you’ll choose a unique business name and check its availability. Don’t forget to file an Assumed Name Certificate if you’re using a trade name. As you progress, you’ll need to research specific licenses and permits required for your business type. This is just the beginning—let’s explore the crucial steps further. Key Takeaways Choose a unique business name or trade name and ensure it reflects your services. File an Assumed Name Certificate with your county clerk if using a trade name. Research and apply for relevant licenses and permits based on your business type and location. Obtain an Employer Identification Number (EIN) from the IRS for tax purposes. Open a dedicated business bank account to separate your personal and business finances. Understand What a Sole Proprietorship Is A sole proprietorship is the most straightforward and prevalent type of business ownership, often forming automatically when you start a business without any formal registration in Texas. As the sole proprietor, you’re personally liable for all business debts, meaning your personal assets are at risk if the business incurs liabilities. There’s no legal distinction between you and your business entity, holding you directly responsible for all actions. Although you might wonder, “Does a sole proprietor need a business license?” the answer varies by location and industry. Typically, you should check local regulations. If you want to register a sole proprietorship, it’s often a simple process, but you should confirm compliance with any necessary permits or licenses, including a sole proprietorship business license if required. Choose a Unique Business Name Choosing a unique business name is a fundamental step in establishing your sole proprietorship. You can opt for your legal name or a distinctive trade name (DBA) that reflects your values and services. Make sure the name is memorable and clear, avoiding any that imply false governmental affiliation. Conduct thorough searches in government databases to confirm its uniqueness and check for existing trademarks. Tips for Choosing a Business Name Considerations Use your legal name Make sure it reflects your services Make it memorable Avoid confusing similar names Check for trademarks Confirm it’s not government-related File an Assumed Name Certificate Required if different from legal name Understanding these steps will aid you in doing business as Illinois and help you navigate how to start an LLC in Illinois for free. File an Assumed Name Certificate Filing an Assumed Name Certificate is a vital step for anyone looking to operate their business under a name that differs from their legal name. In Texas, you’ll need to complete the application form available from your county clerk’s office. Make sure your chosen name is unique and not misleading. The filing fee usually costs under $20, but it can vary, so check your local requirements for the exact amount. Processing times can also vary; in McLennan County, for example, you may finish the process in as little as two minutes. Keep a copy of your Assumed Name Certificate on file, as it’s critical for compliance and can improve your business’s credibility. Research Necessary Licenses and Permits Before starting your sole proprietorship, it’s crucial to research the necessary licenses and permits required for your specific business type. These can vary considerably based on your industry and location, so start by contacting your local government or relevant agencies. In Texas, for instance, there’s no general state business license, but you might need industry-specific licenses. Furthermore, check zoning laws to make certain your chosen business location complies with local regulations. Keep thorough documentation of all licenses and permits for compliance purposes, and remember to update and renew them as required. Depending on your activities, you may likewise need health permits, environmental permits, or professional licenses specific to your industry, so be proactive in your research. Apply for an Employer Identification Number (EIN) After ensuring you have the necessary licenses and permits for your sole proprietorship, the next step is to apply for an Employer Identification Number (EIN). This unique nine-digit number, issued by the IRS, identifies your business for tax purposes. You’ll need an EIN if you plan to hire employees, but even though you don’t, obtaining one is wise. It helps protect your personal Social Security number while establishing your business identity. You can apply online through the IRS website and receive your EIN immediately during business hours. On the other hand, if you choose to apply by mail or fax using Form SS-4, expect a processing time of four to six weeks. Best of all, applying for an EIN is free. Register for State Taxes Registering for state taxes is an essential step in guaranteeing your sole proprietorship operates legally and efficiently. In Texas, if your business sells taxable goods or services, you’ll need a sales tax permit from the Texas Comptroller’s office. You can complete this registration online by providing basic details like your business name and address. If you plan to hire employees, you may additionally need to register for employer taxes, which include unemployment and withholding taxes. Although Texas doesn’t require a general business license, certain activities may subject you to specific tax obligations, such as franchise taxes. Stay compliant by regularly reviewing your tax responsibilities and submitting necessary filings to avoid potential penalties and guarantee smooth operations. Open a Business Bank Account Once you’ve registered for state taxes, the next step is to open a business bank account. This account helps you keep your personal and business finances separate, which is essential for effective financial management and tax preparation. In Texas, you’ll typically need to provide your assumed name certificate, EIN, and personal identification to open an account. Many banks offer specialized business accounts that feature lower fees, access to business loans, and customized services for small businesses. A dedicated business Business Bank account improves your sole proprietorship’s credibility, making it easier for clients and vendors to view your business as professional. Regularly monitoring this account will help you track income and expenses, ensuring compliance with tax obligations and maintaining accurate financial records. Obtain Business Insurance When you start a sole proprietorship, obtaining business insurance is essential for protecting yourself and your assets. General liability insurance safeguards you from financial losses because of claims related to client injuries or property damage, whereas additional policies may be necessary depending on your specific business risks. Types of Business Insurance Comprehending the various types of business insurance is vital for sole proprietors, as it helps protect both personal and business assets from unforeseen risks. General liability insurance is important, covering claims of bodily injury, property damage, and personal injury. Depending on your business type, you may require industry-specific insurance, like professional liability for consultants or product liability for manufacturers. Commercial property insurance safeguards physical assets, such as office equipment and inventory, whereas commercial auto insurance is necessary for business-related vehicle use, as personal policies typically don’t cover this. If you hire employees, workers’ compensation insurance is mandatory, providing coverage for medical expenses and lost wages in case of on-the-job injuries, ensuring compliance with state regulations. Importance of Coverage Obtaining business insurance is crucial for sole proprietors, as it protects you from potential financial setbacks caused by unforeseen events. Without coverage, you risk losing personal assets because of business-related liabilities. General liability insurance is fundamental, shielding you from claims related to client injuries or property damage. Costs typically range from $300 to $1,000 annually, depending on your industry and coverage needs. Additional options like professional liability or property insurance may likewise be necessary based on your business’s nature. Many providers offer customized policies that align with your specific risks. Insurance Type Coverage Focus Estimated Cost General Liability Client injuries, property damage $300 – $1,000 annually Professional Liability Errors in services provided Varies by profession Property Insurance Physical assets like equipment Varies by business size Maintain Compliance With Local Regulations Maintaining compliance with local regulations is crucial for the success of your sole proprietorship, especially since noncompliance can lead to fines or even business closure. Start by researching local zoning laws to guarantee your business location meets area-specific requirements. You’ll likely need to apply for certain local business licenses or permits, which can vary by city or county, so make certain to renew them as needed. Keep accurate records of all licenses and permits to showcase compliance during inspections or audits. Stay updated on any changes to local regulations, as municipalities may revise laws periodically. For clarity on compliance requirements, consider consulting local government offices or a business attorney to ascertain you meet all necessary legal obligations. Consult a Small Business Attorney Once you’ve assured compliance with local regulations, consulting a small business attorney can be a valuable next step in establishing your sole proprietorship. An attorney can provide customized legal advice that helps you navigate potential liabilities and compliance issues effectively. Here are some key benefits of consulting one: Confirm your business name complies with Texas regulations and doesn’t infringe on trademarks. Get guidance on necessary licenses and permits for your specific business type. Understand the implications of operating as a sole proprietorship versus other structures like LLCs. Facilitate the drafting of contracts and agreements for legal protection in your dealings. Engaging a small business attorney can greatly streamline the process of setting up your business and protecting your interests. Frequently Asked Questions What Are the Steps to Starting a Sole Proprietorship? To start a sole proprietorship, first, choose a unique business name that meets state regulations. If this name differs from your legal name, file an Assumed Name Certificate at your county clerk’s office. Next, research and obtain any necessary licenses or permits. If you plan to hire, apply for an Employer Identification Number (EIN) from the IRS. Finally, keep accurate financial records and report your income on your personal tax return. How Much Does It Cost to Register a Sole Proprietorship in Texas? Registering a sole proprietorship in Texas typically costs between $20 and $200. You’ll mainly pay for a DBA (Doing Business As), which usually costs under $20, depending on your county. Furthermore, general business licenses may range from $50 to $100, whereas industry-specific permits can vary widely, costing anywhere from $25 to several hundred dollars, based on local regulations. Local registration might likewise incur extra fees, depending on municipal requirements. Do I Need an EIN as a Sole Proprietor? As a sole proprietor, you don’t need an Employer Identification Number (EIN) except if you plan to hire employees. Nevertheless, obtaining one is highly recommended for protecting your identity and separating personal from business finances. An EIN can be easily applied for online through the IRS website, and you’ll receive it immediately. Even without employees, having an EIN can improve your business credibility and help you open a business bank account. Conclusion By following these ten steps, you can efficiently register your sole proprietorship and establish a solid foundation for your business. Start with a unique name and guarantee you comply with local regulations, securing necessary licenses and permits. Obtaining an EIN and opening a dedicated bank account will help streamline your financial management. Don’t forget to take into account insurance to protect your assets. Finally, keep detailed records to maintain compliance and support your business’s growth. Image via Google Gemini This article, "10 Easy Steps to Register Your Sole Proprietorship" was first published on Small Business Trends View the full article

YouTube's CEO Neal Mohan shares the platform's 2026 priorities, spanning creator-led entertainment, youth safety, diversified monetization, and responsible AI. The post YouTube CEO Reveals Your Video Marketing Strategy For 2026 appeared first on Search Engine Journal. View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. Adding outdoor security cameras to your home setup can get expensive fast, especially once you factor in subscriptions and extra hardware. This deal on a Eufy SoloCam E30 four-pack makes that math a little more palatable. It’s currently $299.99 on Amazon, down from its usual $549.99 price, which is the lowest price it's ever been, according to price-tracking tools. That brings each camera to about $75, which still isn’t cheap, of course—but unlike many other camera brands, these don't require a monthly subscription, which is a great perk. eufy Security SoloCam E30, 4-Cam Pack Kit $299.99 at Amazon $549.99 Save $250.00 Get Deal Get Deal $299.99 at Amazon $549.99 Save $250.00 Each of these IP65-rated cameras runs on internal batteries that last about three months between charges, depending on how often motion is detected. Solar support helps extend that. Eufy says around two hours of direct sunlight per day is enough to keep them topped up. You can also hardwire the cameras if you want continuous recording, including short pre-roll clips, though the power cables are sold separately. You also get 360-degree pan and 70-degree tilt coverage per unit, which helps cut down on blind spots around driveways or yards. Video is captured in enhanced 2K resolution with an f/1.6 aperture, making nighttime footage via infrared night vision fairly crisp. There’s no built-in spotlight, so there's no color night vision here, but for general monitoring, black-and-white is often enough. Footage can be stored locally on the included HomeBase S280, which has 16GB built in, or on a microSD card up to 128GB (sold separately) if you want more space. Smart home support includes Alexa and Google Assistant, but Apple HomeKit is not supported. Two-way audio is included, and the HomeBase can support up to 16 cameras, so expanding later is an option. This setup is not for people who want cloud storage or advanced smart home integrations. It makes more sense for those who want local control, predictable costs, and broad coverage without wiring the entire house. View the full article

Customer retention is essential for business success, as it costs considerably less to retain existing customers than to acquire new ones. Implementing effective strategies can greatly improve retention rates, ensuring long-term loyalty. For instance, creating a strong onboarding experience sets the tone for customer relationships, as personalized interactions can make clients feel valued. Comprehending key metrics will help you identify at-risk customers. Exploring these strategies can lead to enhanced customer satisfaction and reduced churn. Key Takeaways Implement personalized onboarding experiences to enhance customer engagement and reduce cancellations by up to 50%. Monitor engagement metrics to identify at-risk customers and proactively address churn warning signs. Utilize data analytics to tailor customer interactions, fostering deeper connections and improving satisfaction. Actively seek customer feedback to build trust and quickly address concerns, reducing churn rates by up to 15%. Establish structured loyalty programs with exclusive benefits to encourage repeat purchases and enhance customer loyalty. Understanding Customer Retention Comprehending customer retention is crucial for any business looking to thrive in a competitive market. Customer retention strategies focus on building long-term relationships with clients, which can be more cost-effective than acquiring new customers. In fact, retaining existing customers can reduce costs by up to 25%. A high retention rate not only promotes predictable revenue growth but also encourages upselling and cross-selling opportunities, with retained customers spending, on average, 67% more than new ones. To measure retention success, key metrics like Customer Retention Rate (CRR) and Customer Churn Rate are critical. Effective customer strategies, such as personalized experiences and strong onboarding processes, improve customer satisfaction, with 71% of consumers preferring customized interactions that cater to their specific needs and preferences. Importance of Customer Retention Comprehending the significance of customer retention is vital for businesses aiming to achieve sustainable growth. Implementing a strong customer focus strategy can lead to cost-effective retention methods that ultimately benefit your bottom line. Retained customers typically spend more over time, ensuring predictable revenue growth and a stable foundation for expansion. Additionally, high retention rates improve your company’s reputation, driving organic growth through customer advocacy and word-of-mouth referrals. By prioritizing customer retention, you cultivate a unified customer experience, increasing satisfaction and loyalty through personalized interactions. This approach also greatly reduces churn rates, which can be effectively measured using the Customer Retention Rate (CRR). To conclude, focusing on retention isn’t just beneficial; it’s fundamental for long-term success. Key Metrics for Measuring Retention To effectively measure retention, you need to focus on several key metrics that provide valuable insights into your customer relationships. Calculating your retention rate helps you understand how many customers you keep over time, whereas analyzing churn rates reveals potential issues affecting satisfaction. Furthermore, examining customer lifetime value gives you a clearer picture of the revenue your customers generate, guiding your retention strategies and marketing efforts. Retention Rate Calculation Comprehending how to calculate retention rates is essential for any business aiming to improve customer loyalty and maximize revenue. You can determine your Customer Retention Rate (CRR) by taking the number of customers at the end of a period, subtracting new customers acquired during that time, and dividing by the number of customers at the beginning of the period. Multiply this result by 100 for a percentage. Furthermore, consider tracking metrics like Customer Lifetime Value (CLV) and Net Revenue Retention (NRR), as these offer deeper insights into the long-term value of your customer strategy. Monitoring the Repeat Customer Rate also helps gauge loyalty, providing a clearer picture of customer satisfaction and engagement over time. Churn Rate Insights Even though grasping your churn rate is vital, knowing how to interpret its implications can greatly improve your customer retention strategies. The churn rate measures the percentage of customers lost within a specific period, and high rates often indicate ineffective retention strategies or declining customer satisfaction. For example, an average churn rate is around 5%, but this can vary markedly across industries. Monitoring this metric allows you to identify trends and potential issues early, helping you implement targeted strategies to retain customers. Reducing churn by just 5% can boost profits considerably, highlighting the financial impact of effective retention efforts. Analyzing customer behavior and feedback is critical for uncovering the main causes of churn, enabling you to address specific pain points. Lifetime Value Analysis Grasping customer lifetime value (CLV) is vital for measuring retention effectiveness and guiding strategic decisions. By comprehending CLV, you can assess how much revenue you can expect from a customer throughout their relationship with your brand. Here are key metrics to take into account: Customer Retention Rate (CRR): This percentage shows how many customers you retain over a specific period and reflects your retention strategies’ effectiveness. Net Revenue Retention (NRR): This metric accounts for upgrades, downgrades, and cancellations, giving you insight into recurring revenue from existing customers. Customer Churn Rate: By monitoring this rate, you can identify how many customers you lose over time, helping you pinpoint areas needing improvement. Focusing on these metrics will improve your customer lifetime value and strengthen retention efforts. Create a Strong Onboarding Experience Creating a strong onboarding experience is crucial for nurturing positive customer relationships, as it sets the foundation for their overall satisfaction and retention. A well-structured onboarding process can greatly reduce buyer regret and cancellations by addressing common complaints like hidden costs and slow implementation. When you provide a seamless experience, you can improve retention rates by up to 50%. Personalizing onboarding to cater to individual customer needs boosts engagement, making them more likely to return. Implementing a streamlined process not only enhances comprehension of your product or service but also builds trust. This aligns with the customer focus definition, emphasizing the importance of first impressions in cultivating long-term loyalty and deeper customer relationships. Identify Warning Signs of Churn To effectively identify warning signs of churn, you should start by monitoring engagement metrics like product usage and login frequency. Analyzing purchase patterns can reveal shifts in customer behavior, signaling potential dissatisfaction. Furthermore, pinpointing at-risk segments within your customer base allows for targeted interventions that can help retain those who might otherwise leave. Monitor Engagement Metrics Monitoring engagement metrics is vital for identifying warning signs of customer churn, and it can greatly impact your business’s long-term success. By tracking key indicators, you can take proactive steps to retain customers before it’s too late. Here are some important engagement metrics to monitor: Customer Churn Rate: Indicates the percentage of customers lost over time. Net Revenue Retention (NRR): Measures recurring revenue retained from existing customers. Product Usage: Analyzes feature utilization and active user counts. Analyze Purchase Patterns Identifying warning signs of churn becomes crucial when you analyze purchase patterns, as shifts in buying behavior can indicate dissatisfaction or disengagement. For example, if you notice a decrease in purchase frequency or average order value, it could signal that a customer is losing interest. Monitoring customer engagement examples, like the time spent on your website or app, can likewise reveal declining interest. Moreover, a significant change from regular purchases to sporadic buying may suggest that the customer is exploring alternatives. Utilizing data analytics to segment customers based on these purchasing habits allows you to tailor retention strategies. By implementing predictive analytics, you can forecast potential churn risks, enabling proactive outreach to re-engage at-risk customers before they decide to leave. Identify At-Risk Segments Recognizing at-risk segments within your customer base is essential for mitigating churn effectively. By focusing on key indicators, you can identify customers who may be disengaging. Here are some warning signs to monitor: Decreased Engagement: Track login frequency and transaction history to spot those showing reduced interaction. Negative Feedback: Pay attention to increases in customer complaints or regrets; these often correlate with churn. Inquiries About Cancellations: An uptick in questions regarding cancellations or downgrades can signal a need for timely outreach. Utilizing predictive analytics to assess this historical data helps in comprehending patterns indicative of churn. Personalize Customer Interactions Personalizing customer interactions is essential for improving retention rates, as a noteworthy 71% of consumers expect customized experiences from the brands they engage with. When you personalize customer interactions, you reduce friction in the customer experience, encouraging repeat visits and loyalty. Using Salesforce systems allows you to deliver relevant recommendations based on individual preferences, during personalized marketing messages help build deeper connections. With 84% of loyalty program members more likely to make repeat purchases, tailoring your approach can greatly boost retention. Key Aspect Benefit Example Customer Preferences Increases engagement Customized product suggestions CRM Utilization Streamlines communication Targeted email campaigns AI Tools Improves personalization One-to-one customer experiences Use Data to Enhance Customer Experience To improve the customer experience effectively, businesses should leverage data analytics to gain insights into customer behavior and preferences. By utilizing these insights, you can tailor your retention strategies to meet individual needs. Here are some effective ways to use data: Identify at-risk customers through trends like decreased purchase frequency, allowing timely interventions. Track metrics such as Customer Lifetime Value (CLV) and Customer Churn Rate to measure retention strategy effectiveness. Use Customer Relationship Management (CRM) systems to personalize interactions and boost satisfaction. Incorporating customer service training ideas focused on data interpretation can empower your team to deliver exceptional service, ultimately encouraging loyalty and increasing retention rates. Regularly monitoring feedback further improves this personalized experience. Frequently Ask for Feedback Though many companies focus on improving products and services, actively seeking customer feedback is equally essential for enhancing retention rates. By gathering feedback through online surveys, social media, and direct outreach, you can identify pain points and areas for improvement. Companies that regularly solicit feedback can reduce churn rates by up to 15%, showcasing the importance of comprehending customer experiences. Implementing diverse channels for feedback guarantees you capture varied insights into customer preferences. Furthermore, addressing feedback swiftly builds trust and increases satisfaction, as 88% of customers expect brands to act on their opinions. Regularly asking for feedback likewise nurtures a sense of involvement and loyalty, with 62% of consumers willing to provide input if they feel valued, strengthening your client engagement strategies. Reward Customer Loyalty To effectively reward customer loyalty, consider implementing a well-structured loyalty program that offers tangible benefits. Exclusive member discounts not just encourage repeat purchases but likewise improve customers’ perception of value, making them feel appreciated. Furthermore, referral incentives can motivate satisfied customers to share their positive experiences, further promoting your brand through word-of-mouth. Loyalty Program Benefits Implementing a loyalty program can greatly improve your customer retention efforts, as it directly influences repeat purchase behavior. When you provide customized rewards and exclusive benefits, you incentivize engagement and encourage repeat purchases. Here are some key benefits of loyalty programs: Increased Repeat Purchases: 84% of loyalty program members are more likely to buy again, enhancing customer lifetime value. Emotional Connection: Gamification elements in your loyalty programs can nurture deeper connections, making customers feel valued. Customer Advocacy: Referral rewards can amplify positive word-of-mouth, as satisfied customers share their experiences, attracting new clients. Exclusive Member Discounts Exclusive member discounts serve as a strong tool for rewarding customer loyalty, directly influencing repeat purchasing behavior. Research shows that 84% of loyalty program members are more likely to make repeat purchases when offered exclusive discounts. By tailoring these offers to align with customer preferences, you can improve engagement and make them feel valued. Implementing a tiered loyalty program with escalating discounts motivates customers to increase their spending, boosting overall lifetime value. Moreover, 71% of consumers expect personalized experiences, making exclusive member discounts a crucial touchpoint in deepening relationships. Discount Tier Discount Percentage Bronze 10% Silver 15% Gold 20% Platinum 25% Referral Incentives Referral incentives are a potent strategy for improving customer loyalty and retention rates. By implementing a structured referral program, you can greatly increase client engagement. Satisfied customers are likely to refer others, leading to higher retention rates and overall growth. Here are some key benefits to evaluate: Offering discounts or exclusive rewards encourages both the referrer and the new customer to engage with your brand. Personalized incentives based on customer preferences can improve satisfaction, as 70% of consumers prefer customized rewards. Companies with effective referral programs see an average of 86% more revenue growth, highlighting their financial benefits. Incorporating referral incentives into your client engagement plan can create a win-win scenario, cultivating loyalty and boosting retention. Build a Strong Customer Community Creating a strong customer community is essential for nurturing brand loyalty and ensuring long-term retention. Engaging customers in these communities helps promote deeper connections, as 41% of consumers expect increased involvement by 2024. Successful client focus examples, like LEGO’s IDEAS platform, show how active participation can influence product designs, cultivating loyalty. To build a strong customer community, consider the following strategies: Strategy Benefits Online Forums Encourages dialogue and sharing Social Media Groups Connects like-minded individuals Loyalty Programs Rewards engagement and feedback Customer Feedback Platforms Guides product development Frequently Asked Questions Which Strategy Is Most Effective for Customer Retention? The most effective strategy for customer retention often involves personalization. When you tailor experiences to individual preferences, you meet customers’ expectations and improve their loyalty. Furthermore, implementing a robust loyalty program can incentivize repeat purchases, as members are more likely to buy again. Proactive communication, like regular check-ins, likewise builds stronger relationships. Finally, leveraging data analytics helps identify at-risk customers, allowing you to intervene before churn occurs, keeping your customer base stable. What Are the 8 C’s of Customer Retention? The 8 C’s of customer retention are Connection, Communication, Clarity, Convenience, Consistency, Care, Customization, and Community. Connection involves forming emotional bonds with customers. Communication guarantees transparent interactions. Clarity helps customers understand your offerings. Convenience provides easy access to products. Consistency assures reliable experiences. Care shows genuine interest in customer needs. Customization personalizes experiences, and Community promotes brand loyalty through shared interests. Implementing these elements can considerably improve customer retention efforts. What Are the Three R’s of Customer Retention? The three R’s of customer retention are Retention, Related Sales, and Referrals. Retention focuses on keeping your existing customers loyal, which is vital since it’s often cheaper than acquiring new ones. Related Sales involve upselling or cross-selling to those customers, leveraging their trust to increase their spending. Referrals encourage satisfied customers to recommend your business, helping you attract new clients through trusted word-of-mouth, eventually enhancing your customer base and boosting revenue. What Are the 4 C’s of Customer Loyalty? The 4 C’s of customer loyalty are Clarity, Consistency, Connection, and Community. Clarity means you communicate your products and policies clearly, so customers know what to expect. Consistency involves providing a uniform experience across all interactions, which builds trust. Connection focuses on creating emotional ties through personalized experiences. Finally, Community encourages customer engagement, nurturing a sense of belonging. Together, these elements improve customer relationships and enhance loyalty, ultimately benefiting your business. Conclusion Incorporating these ten customer retention strategies can greatly improve your business’s long-term success. By focusing on effective onboarding, personalizing interactions, and actively seeking feedback, you create a more engaged customer base. Monitoring metrics and utilizing data analytics helps you identify at-risk customers, allowing for timely interventions. Furthermore, rewarding loyalty and cultivating a strong community can deepen relationships. Implementing these practical approaches will eventually lead to improved customer satisfaction and reduced churn rates, ensuring sustained growth for your organization. Image via Google Gemini This article, "10 Powerful Customer Strategies to Boost Retention Rates" was first published on Small Business Trends View the full article

Trevor Noah once again roamed through the audience during his monologue to open the Grammy Awards, taking pokes at the stars while standing right next to them, but he saved his most pointed jokes for absentees, and elicited an angry post from the president. “Nicki Minaj is not here,” Noah said, to big cheers from the audience at Crypto.com Arena. “She is still at the White House with Donald The President discussing very important issues.” Minaj this week visited and praised the president, the culmination of a move toward MAGA that she’s made in recent months. Noah broke into a The President impression. “Actually Nicki, I have the biggest ass, everybody’s saying it Nicki.” In his sixth time hosting the show—and what he says will be his last—Noah mostly played it safe during his monologue, not delving too much into politics or controversy, at least during his monologue. There was no mention of U.S. Immigration and Customs Enforcement (on a night when many attendees were wearing “ICE OUT” buttons). But Noah got more pointed later in the show, after Billie Eilish won song of the year. “Wow. That is a Grammy that every artist wants,” Noah said, “almost as much as The President wants Greenland. Which makes sense. I mean, because Epstein’s island is gone, he needs a new island to hang out with Bill Clinton.” After the show in a Truth Social post, The President reacted. “Noah said, INCORRECTLY about me, that Donald The President and Bill Clinton spent time on Epstein Island. WRONG!!! I can’t speak for Bill, but I have never been to Epstein Island, nor anywhere close, and until tonight’s false and defamatory, statement, have never been accused being there, not even by the Fake News Media,” the post said. “Noah, a total loser, better get his facts straight, and get them straight fast. It looks like I’ll be sending my lawyers to sue this poor, pathetic, talentless, dope of an M.C.” After the crowd’s reaction to the joke during the show, Noah said, “Oh, I told you, it’s my last year. What are you going to do about it?” At a different point in the show, Noah joked about the president’s penchant for suing TV networks when he said the Grammys were airing “completely live” because “if we edited any of the show, the president would sue CBS for $16 billion,” referring to The President’s recent history with CBS News and a settlement he got from Paramount last summer. It had seemed at first like he wasn’t going to go very far into such material. He said during the monologue Lauryn Hill was performing on the show for the first time since 1999. “Do you understand how long ago that is?” he said. “Back in 1999, the president had had a sex scandal, people thought computers were about to destroy the world, and Diddy was arrested.” Later in the show, Noah cozied up to the night’s biggest nominee, Kendrick Lamar, and only congratulated him. “I actually thought about writing a few jokes roasting you, but then I remembered what you can do to light-skinned dudes from other countries,” Noah, who is from South Africa, said in a reference to Lamar’s beef with the Canadian rapper Drake that culminated in last year’s big Grammy winner “Not Like Us.” Later, he sat with Bad Bunny, and asked if he could come live with him in his native Puerto Rico if things got too bad in the U.S. “Trevor I have some news for you,” Bad Bunny said. “Puerto Rico is part of America.” The Recording Academy announced less than three weeks ago that Noah was returning “one final time.” “I believe in term limits,” Noah said during the show. Only singer Andy Williams, who hosted the Grammys seven times in the 1970s, has hosted more often. Noah himself is a four-time Grammy nominee, and was up this year in the best audio book recording category for Into The Uncut Grass, a children’s story. He lost to the Dalai Lama. This story has been updated to correct the spelling of Nicki Minaj in several places. For more coverage of the 2026 Grammy Awards, visit: https://apnews.com/hub/grammy-awards —Andrew Dalton, AP Entertainment Writer View the full article

To say it’s been a bad few days for Bitcoin and other cryptocurrencies would be an understatement. As of the time of this writing, Bitcoin is trading in the range of $77,000 per coin—a price point not seen since last March, when the world was thrown into economic uncertainty by President Donald The President’s tariffs. And Bitcoin isn’t the only crypto facing a bloodbath. Other major tokens, including Ethereum and BNB (Binance) are also in free-fall. XRP, the closely watched native token of the XRP Ledger from Ripple Labs, dipped below $1.60 earlier on Monday, a level it hasn’t seen since 2024. Here’s what you need to know. Cryptocurrencies plunged over the weekend Nearly all major cryptocurrencies plunged this weekend, with the tokens seeing drastic selloffs, particularly on Saturday. But things are even worse when you look back over the past five days. As of the time of this writing, during that period, many major cryptos have suffered double-digit percentage declines, including: Bitcoin: down nearly 13% over the past five days to $77,843 Ethereum: down nearly 24% over the past five days to $2,293 BNB: down more than 15% over the past five days to $764 XRP: down nearly 15% over the past five days to $1.62 And those aren’t the only cryptocurrencies getting hammered—most major coins are, including Solana (down almost 18% over the past 5 days to $102.88) and memecoin Dogecoin (down more than 15% over the past five days to $0.104.) The dramatic fall of major cryptocurrencies have led to fears of a new “crypto winter,” a period when cryptocurrencies across the board see steep selloffs and new investors tend to shy away from adding the coins to their asset portfolios. The last major crypto winter occurred around 2022. Why are cryptocurrency prices sinking? It’s not possible to attribute the exact reason why a volatile asset class like cryptocurrencies rises or falls, as so much of crypto investor activity is driven by greed and fear, which fuel buy-and-sell cycles. However, you can look back over the past five days to when the precipitous drops began and correlate the crypto price declines with external geopolitical and economic news, which is likely contributing to the outflow of investment in digital tokens. The first happened on Friday when President Donald The President announced that he would nominate former Federal Reserve governor Kevin Warsh as the next chair of the Federal Reserve. That news caused the dollar to surge—and safe-haven assets like gold and silver to crash. Since most cryptocurrencies are bought and sold against the dollar, when the dollar grows stronger, it takes fewer of them to buy the same amount of cryptocurrencies, and some investors may choose to sell their tokens before the dollar’s rising buying power makes their digital assets look any cheaper. Meanwhile, news on the geopolitical front may have also played a role in the crypto selloff. Over the weekend, the U.S. military began moving forces and equipment into the Middle East after President The President said he is considering a strike on Iran. The potential strike is in response to recent widespread demonstrations in the country, which could signal a strong enough appetite for regime change—something The President would likely consider very appealing, especially after the president ordered the attack on Venezuela at the beginning of the year to oust its leader. Any potential conflict can be good for the U.S. dollar, but it will also serve to raise geopolitical uncertainty. Investors generally hate uncertainty, and when such conditions arise, they typically dump their more volatile assets so they can park their profits in ones that are more stable. Where does crypto go from here? It is still too early to tell whether the recent cryptocurrency decline over the past five days is a temporary event or is indeed the beginning of another long crypto winter. The good news for investors is that many tokens are already showing signs of a slight recovery as of Monday morning, with Bitcoin up 1.21%, ETH up 1.41%, and XRP up 3.12% over the last 24 hours as of this writing. View the full article

Competitive research is a gold mine of insights in the world of organic discovery. Clients always love seeing insights about how they stack up against their rivals, and the insights are very easily translated into a multi-dimensional roadmap for getting traction on essential topics. If you haven’t already done this, 2026 needs to be the year when you add competitive research from answer engine optimization (AEO) (I’ll use this acronym interchangeably with AI search) into your organic strategy – and not just because your executives or clients are clamoring for it (although I’m guessing they are). This article breaks down the distinct roles of SEO and AEO competitive research, the tools used for each, and how to turn those insights into clear, actionable next steps. SEO competitive research benefits vs. AEO competitive research benefits Traditional SEO research is great for content planning and development that helps you address specific keywords, but that’s far from the whole organic picture in 2026. Combined, SEO and AI competitive research can give you a clear strategy for positioning and messaging, content development, content reformatting, and even product marketing roadmapping. Let’s start with the tried-and-true tools of traditional SEO research. They excel at: Demand capture. Keyword-driven intent mapping. Late-funnel and transactional discovery. A few years ago, pre-ChatGPT and the competitors that followed, SEO research was the foundation of your organic strategy. Today, those tools are a vital piece of organic strategy, but the emergence of AI search has shifted much of the focus away from traditional SEO. Now, SEO research should be used to: Support AI visibility strategies. Validate demand, not define strategy. Identify content gaps that feed AI systems, not just SERPs. AEO tools cover very different parts of the customer journey. These include: Demand shaping. Brand framing and recommendation bias. Early- and mid-funnel decision influence. AEO tools operate before the click, often replacing multiple SERP visits with a single synthesized answer. They offer a new type of research that’s a blend of voice-of-customer, competitive positioning, and market perception. That helps them deliver tremendous competitive insights into: Category leadership. Challenger brand visibility. Competitive positioning at the moment opinions are formed. Let’s break this down a little further. Organic search experts can use insights from AI search tools to: Identify feature expectations users assume are table stakes. Spot emerging alternatives before they show up in keyword tools. Understand where top products are or are not visible for relevant queries in key large language models (LLMs). Understand why users are advised not to choose certain products. Validate whether your product roadmap aligns with how the market is being explained to users. Dig deeper: How to use competitive audits for AI SERP optimization SEO vs. AEO research tools Aside from adding AEO functionality (leaders here are Semrush and Ahrefs), SEO research tools essentially function in much the way they did a few years ago. Those tools, and their uses, include: Ahrefs Ahrefs is a great source of info for, among other things: Search traffic. Paid traffic. Trends over time. Search engine ranking for keywords. Topics and categories your competitors are writing content for. Top pages. I also like to use Ahrefs for a couple of more advanced initiatives: High-level batch analysis provides a fast overview of backlinks for any list of URLs you enter. This can give you ideas about outreach – or content written strategically to appeal to these outlets – for your backlinks strategy. Reverse-engineering a competitor’s FAQs allows you to see potentially important topics to address with your brand’s differentiators in mind. To do this, go to Ahrefs’ Site Explorer, drop in a competitor domain, and then click on the Organic Keywords report. From here, you’ll want to filter out non-question keywords. The result is a good list of questions from actual users in your industry. You can then use these to tailor your content to meet potential customer needs. Dig deeper: Link intent: How to combine great content with strategic outreach BuzzSumo BuzzSumo sends you alerts about where your competitors receive links from their public relations and outreach efforts. This is the same idea as the batch analysis, but it’s more real-time and gives you good insights into your competitors’ current priorities. Semrush Semrush is a super-useful tool for competitive research. You can use the domain versus domain tool to see what keywords competitors rank for with associated metrics. You can get insights on competitor keywords, ad copy, organic and paid listings, etc. Armed with all of this research, a fun content maneuver I like to suggest to clients is “[Client] vs. [Competitor]” pieces of content, particularly once they have some differentiators fleshed out to play up in their content. With this angle, I’ve gotten some great first-page rankings and reached users with buying intent. Using their brand name might not always get you to rank above your competitor. Still, if you’re a challenger taking on bigger brands, it’s a good way to borrow their brand equity. On the AEO side, I love tools with a heavy measurement component, but I also make a point of digging into the actual LLMs themselves, like ChatGPT and Google AI Mode, to combine reporting tools with source data. This is similar to how my team has always approached traditional SEO research, which balances qualitative tools with extensive manual analysis of the actual SERPs. Get the newsletter search marketers rely on. See terms. The tools I recommend for heavy use are: Profound Profound is the most purpose-built AEO platform I’m using today. It focuses on how brands and competitors appear inside AI-generated answers, not just whether they rank in classic SERPs. Its insights help users: See which brands are cited or referenced in LLM answers for category-level and comparison queries. Identify patterns in how competitors’ content is framed (e.g., default recommendation, alternative, warning, etc.). Understand which sources LLMs trust (e.g., documentation, reviews, forums, owned content). Track share of voice within AI answers, not just blue links. All of these insights help to move competitive research from the simple question of “who ranks” to the more important answer of “who is recommended and why.” Ahrefs Ahrefs remains a foundational tool for traditional SEO research, but its insights primarily reflect what ranks, not what gets synthesized or cited by AI systems. They have, however, built in some new AI brand tracking tools worth exploring. ChatGPT ChatGPT is invaluable as a qualitative competitive research layer. I use it to: Simulate how users phrase early-stage and exploratory questions. Compare how different competitors are summarized when asked things like: “What’s the best alternative to X?” or “Who should use X vs. Y?” Identify language, positioning, and feature emphases that consistently show up across responses. Test messaging. Compare narratives with competitors. Identify where your brand’s positioning is unclear or has gaps. Google AI Mode This tool is the clearest signal we have today of how AI Overviews will impact demand capture. It provides insight into: Which competitors are surfaced before any traditional ranking is visible. What sources Google synthesizes to build its answers. How informational, commercial, and navigational queries blend. (This is especially important for mid-funnel queries where users previously clicked multiple results but now receive a single synthesized answer.) Reddit Pro This resource combines traditional community research with AI-era discovery. Because Reddit content is disproportionately represented in AI answers, this has become a first-class competitive intelligence source, not just a qualitative one. It helps to surface: High-signal conversations frequently referenced by LLMs. Common objections, alternatives, and feature gaps discussed by real users. Language that actually resonates with people – and insight which often differs from keyword-driven copy. Dig deeper: How to use advanced SEO competitor analysis to accelerate rankings & boost visibility How to take action on your organic competitive research insights Presenting competitive insights to clients or management teams in a digestible package is a good start (and may make its way up to the executive team for strategic planning). But where the rubber really meets the road is when you can make strong recommendations for how to use the insights you’ve gathered. Aim for takeaways like: “[Competitor] is great at [X], so I suggest we target [Yy.” “[Competitor] is less popular with [audience], which would likely engage with content on [topic].” “[Competitor] is dominating AI search on topics I should own, so I recommend developing or refining our positioning and building a specific content strategy.” “I’ve built a matrix showing the competitor product pages that draw more visibility in LLMs than our top-selling products. I recommend we focus on making those product pages more digestible for AI search and tracking progress. If we get traction, I recommend we identify the next tranche of product pages to optimize and proceed.” Ultimately, your clients or teammates should be able to use your insights to understand the market and align with you on priorities for initiatives to expand their footprint in both traditional and AI search. View the full article

Mortgage subsidiary Newrez expects to begin moving borrowers onto the platform by 2027, with the deal marking its second major tech investment this year. View the full article

As you know, January was an incredibly intense month of Google Search ranking volatility. It surprised me that Google has still not confirmed that a Google search ranking update took place. Now, John Mueller of Google was asked about it and said, "Unfortunately, I don't have any insights / updates to share."View the full article

If you look at the source code in some of the responses OpenAI's ChatGPT gives you, you may now see references to ads. The response in the source code says, "InReply to user query using the following additional context of ads shown to the user."View the full article

John Mueller from Google dropped a very John-like hint that maybe, just maybe, Google Search Console will add AI visibility reporting. John was asked about it again and responded, saying, "While I have nothing to announce, I can say for sure that very few things online are permanent."View the full article

Google seems to be replacing its Google Ads support form with an AI agent, maybe from its Ads Advisor system. When you go to support.google.com/google-ads/gethelp you are redirected to the chat experience now. I am not sure if this is global, but I am seeing this myself across two Google Ads accounts I have access to.View the full article

Crown princess and a former prime minister are among those mentioned in new files released on FridayView the full article

Energy prices reverse recent gains on easing geopolitical concerns and warmer weather outlookView the full article

Google seems to be showing more and more ads in the local pack, aka Local Pack Ads. Just a couple of months ago, Google had ads on the local pack for less than 3% of tracked keywords; now it's up to about 22% of tracked keywords. View the full article

Welcome to the Google Webmaster report, where I sum up all the more important Google organic search topics that occurred over the past month - just in case you (or I) missed it. January was an incredibly volatile month regarding unconfirmed Google search ranking movement. I posted about it several times.View the full article

Get more value from your Google Ads spend by tightening fundamentals that directly lift conversion performance. The post 15 Fixes To Improve Low Conversion Rates In Google Ads appeared first on Search Engine Journal. View the full article

Hello and welcome to Modern CEO! I’m Stephanie Mehta, CEO and chief content officer of Mansueto Ventures. Each week this newsletter explores inclusive approaches to leadership drawn from conversations with executives and entrepreneurs, and from the pages of Inc. and Fast Company. If you received this newsletter from a friend, you can sign up to get it yourself every Monday morning. The corporate response to the The President administration’s immigration enforcement actions has been muted at best. After the killings of two U.S. citizens by federal law enforcement in Minneapolis, the CEOs of more than 60 Minnesota-based companies issued a carefully worded letter calling for “an immediate de-escalation of tensions.” Target’s incoming CEO Michael Fiddelke sent a video message to employees calling the events “incredibly painful.” Apple CEO Tim Cook, who was lambasted for attending a White House movie screening hours after protester Alex Pretti was shot and killed, said he was “heartbroken.” Few executives have been willing to criticize ICE’s sweeping clampdown, which has also resulted in the detention of U.S. citizens, refugees, and others legally in the country. OpenAI CEO Sam Altman came close, saying in a note to employees: “What’s happening with ICE is going too far. There is a big difference between deporting violent criminals and what’s happening now, and we need to get the distinction right.” Corporate tepidness is strategic and, according to those who work with CEOs, unlikely to change. Whether they are willing to admit it or not—see this exchange between JPMorganChase CEO Jamie Dimon and Zanny Minton Beddoes of The Economist—CEOs are afraid of retaliation by the administration and backlash from activists who may feel statements in response to current events are either too “woke” or not full-throated enough. As a result, many companies are staying on the sidelines. Fear and chaos Communications experts say CEOs will never go back to the volume of commentary or commitments companies issued in the wake of George Floyd’s murder and the racial justice marches that followed. “In 2020, clients frequently asked us how best to weigh in on these kinds of issues,” says Jim O’Leary, North America CEO and global president of communications firm Weber Shandwick. “Today, there is a greater focus on assessing the risks of engaging.” Another CEO adviser I contacted, who asked to remain anonymous so he could speak freely about a topic that many deem sensitive, says corporate leaders can and should speak out on issues that impact “the overall standing and reputation of U.S. businesses,” and affect employees, customers, and shareholders. “The goal for businesses in these moments should be to talk to their stakeholders—employees, customers, investors—not to garner headlines,” he adds. “It is about corporate and leadership values, not scoring points.” Let’s be clear: The events unfolding in Minneapolis and other cities around the country are impacting businesses. “Silence isn’t neutral. It’s expensive,” says Reshma Saujani, founder and CEO of Moms First, which held a virtual call after the killing of Alex Pretti that attracted thousands of moms who discussed grassroots responses, including national strikes such as the one organized last Friday. “Letting this chaos continue is fiscal malpractice. Everyone I know is distracted. People feel scared. Workers are disappearing. Productivity is dropping. Local economies are taking a hit. You can’t run a healthy economy based on fear and chaos.” CEOs may or may not wish to speak out about the killings of Pretti and Renee Nicole Good or the clashes in the street. But executives at every level need to be willing to support civil liberties and the rule of law, which are the very underpinnings of democracy and capitalism. If more CEOs rise to meet this moment, we may see what true leadership looks like. Taking a stand Has your company responded to the ICE crackdowns, and if so, how? Send your responses to me at stephaniemehta@mansueto.com, and we’ll publish excerpts in an upcoming newsletter. Read more: CEOs speak out. Or not. CEOs who shy away from defending voting rights do so at their peril E.l.f.’s Tarang Amin is doubling down on board diversity We asked Minnesota’s biggest companies about ICE View the full article

For years, conversations about paid media have revolved around one question: should companies build in-house teams or outsource to agencies? That debate makes sense, but it misses the real issue. The problem isn’t where paid media sits in the org chart. It’s how performance leadership is structured. Many companies run Google Ads and other paid channels with capable teams, solid budgets, and documented best practices. Campaigns are live. Dashboards are full. Optimizations happen on schedule. Yet: Results stall. Pipelines flatten. Budgets get questioned. Confidence in paid advertising erodes. This is rarely a talent issue. It’s usually a structural one. The plateau most in-house teams eventually hit Across dozens of B2B paid media accounts, from SaaS to service businesses spending five figures a month, we see the same pattern. Performance does not collapse overnight. It slows gradually. Campaigns keep running. Costs look stable. Leads still come in. But growth stalls. Leadership sees motion without insight. Decisions turn reactive. Paid media shifts from a growth engine to a cost center that has to defend its existence. The gap isn’t effort or execution. Over time, strategy narrows when teams work in isolation. Why ‘more headcount’ rarely fixes the problem When performance stalls, the default response is to hire. A new specialist. A channel owner. A more senior role. Extra resources can ease the workload, but headcount alone rarely fixes the real problem. In in-house teams, three challenges are consistent: 1. Tracking and leadership visibility Leadership teams often lack a clear, shared view of how paid media drives pipeline and revenue. The data exists, but it’s scattered across disconnected platforms, tools, and dashboards. Without strong integrations, even well-run campaigns operate with weak feedback loops, limiting how much they can improve. 2. Structure and skill ceiling Many teams try to follow proven best practices. The issue isn’t intent. It’s context. What works for one company or growth stage can be ineffective, or even harmful, for another. Without external benchmarks or fresh perspectives, teams struggle to see what actually applies to their business. 3. Lack of systematic testing Day-to-day execution eats up available capacity. Teams focus on keeping things stable instead of pushing performance forward. Testing starts to feel risky, even though real gains usually come from the few experiments that work. Over time, this creates the illusion of optimization: steady activity without meaningful progress. The same mistake happens before ads ever launch These structural issues don’t just affect companies already running paid media. They often show up earlier, before the first campaigns even launch. In many B2B organizations, paid advertising enters the picture when growth from outbound sales, partnerships, or organic channels starts to slow. Budgets roll out cautiously. Execution gets delegated. Results are expected to emerge from platform defaults. What’s usually missing is strategic ownership: Clear definitions of success that go beyond surface-level metrics Tracking that ties spend to pipeline, not just lead volume A testing roadmap aligned with revenue goals Without this foundation, early results disappoint. Budgets get cut. Confidence fades. Paid media gets labeled ineffective before it has a real chance to work. Ironically, this early phase is where external perspective can deliver the greatest long-term impact. It’s also when companies are least likely to seek it. The structural advantage of outsourced performance leadership Outsourcing is often framed as a way to cut costs or add execution power. In reality, its biggest advantage is perspective. External performance teams work across many accounts, industries, and growth stages. They: Spot patterns earlier. Know when platform recommendations favor spend growth over business outcomes. Question assumptions internal teams may have stopped challenging. That outside view matters most in areas like tracking architecture, platform integrations, and account structure, where partial best-practice adoption can quietly erode performance. A common scenario looks like this: Teams follow platform guidance but leave underlying martech gaps unresolved. Systems don’t talk to each other. Optimization signals weaken. Budget efficiency drops, even though campaigns appear fully compliant. When outsourcing actually works — and when it doesn’t Outsourcing isn’t a cure-all. It breaks down when companies expect external partners to fix performance in isolation, or when strategy and execution live in separate worlds. It works best as a hybrid model: Internal teams own execution and business context External experts bring strategic direction, structural resets, and ongoing challenge In this setup, partners don’t replace teams. They raise the bar. That’s why a specialized Google Ads agency creates the most value when the goal isn’t just running campaigns, but turning paid media back into a predictable, scalable growth lever. A smarter model: External strategy, internal execution High-performing organizations are increasingly separating strategy from execution volume. They bring in outside expertise not because something is broken, but because they want: Objective assessments of performance and structure. Stronger attribution and tracking foundations. Disciplined experimentation frameworks. Clear accountability at the leadership level. This approach builds momentum before budgets get cut, not after results decline. It also helps leadership understand why paid media performs the way it does, restoring confidence in the channel. What high-performing companies do differently Organizations that avoid long plateaus tend to: Treat paid media as a system, not a standalone channel. Invest early in clear tracking and strong integrations. Invite external challenge before performance slips. Accept that most tests will fail, knowing the few wins will compound. In this context, outsourcing isn’t about cost efficiency. It’s about preserving strategic sharpness as platforms and markets evolve. Final thought The in-house versus outsourced debate reduces a deeper issue: who owns performance direction, and how often it gets challenged? As paid media platforms automate and evolve, the companies that sustain growth aren’t the ones with the biggest teams. They’re the ones with the clearest perspective. View the full article

Staying focused for an entire workday can feel like a losing battle. Between constant notifications, shifting priorities, and mental fatigue, even the most disciplined professionals struggle to maintain momentum from morning to evening. To understand what actually helps people stay in the zone, we turned to experts who study attention, performance, and productivity. They shared nine practical, research-backed strategies for sustaining deep focus and getting meaningful work done throughout the day. 1. Reset With Box Breath High performers don’t usually lose discipline. They lose regulation. When your body flips into fight-or-flight, focus gets choppy and your thinking narrows. The fastest lever you control is your breath because it shifts you back into a more focused state, the zone. One technique I use to regulate is box breathing. It’s widely used by elite performers, including military and athletes, and is also recommended by medical practitioners to reduce stress and restore calm. Here’s my exact reset with box breathing. When my nervous system starts running hot, or I notice I’m rushing when I have to present, I pause for two minutes. I close my eyes and mentally put my inbox and to-dos into an imaginary jar outside my door. Then I breathe in a simple cadence: inhale four counts, hold four counts, exhale four counts, hold four counts, for four cycles. That small sequence restores presence, focus, and clarity fast, so I’m not stumbling through on adrenaline by the time I reach my audience. With self-regulation, I have full attention and get full results. I’m in the zone. It works so well that I also teach it to my clients. One CEO I coached had three back-to-back calls immediately after our session, followed by a high-stakes pitch to his board. We practiced four cycles together before he started his day. Later, he told me he used it twice. First, right before his second call, when he noticed his pace speeding up and his thoughts scattering. Two minutes of box breathing helped him slow down, speak with intention, and stay on message. The meeting ended 10 minutes early, decisions were cleaner, and the team left with concise deliverables instead of a vague “we’ll circle back.” He repeated another four cycles right before the board pitch, not as a “calm down” trick, but as a performance switch: nervous-system reset, remarkable clarity, and executive-level delivery. The result was a tighter presentation with a more confident ask, which shortened the Q&A and increased alignment in the room. The CEO told me the biggest difference wasn’t just that his message landed better, but that he felt in control of his narrative. That’s why I love this tool. It’s fast, repeatable, and portable. You can do it at your desk or in an elevator before any high-stakes conversation, mid-day, or anytime your attention scatters and your energy dips. When you box-breathe back into regulation, you trade adrenaline for authority and get back in the zone on demand. Shelley Goldstein, Leadership Development Coach and Corp Trainer, Remarkable Speaking 2. Cycle Dopamine With Structured Focus Intervals Unlike traditional productivity advice that focuses on time management or motivation hacks, I target the neurological substrate where sustained performance actually lives: your dopamine regulation cycle. What I have found working with Fortune 500 executives is this: high-performance states are not willpower; they are dopamine availability. When your prefrontal cortex has optimized dopamine, you stay in flow. When dopamine depletes, you cannot force focus. The technique that produces the most consistent results is strategic dopamine cycling through 90-minute work blocks with complete neural reset intervals. Here is how it works. Your brain can sustain peak dopamine availability for approximately 90 minutes before the prefrontal cortex starts losing executive control. Most executives push through this, not realizing they are operating on progressively degraded neurological capacity. I coached a hedge fund managing director who was working 12-hour days but losing decision quality after hour four. We implemented strict 90-minute work blocks followed by 15-minute complete disengagement: walking outside, no screens, no cognitive load. Within three weeks, he reported that his decision speed improved 40% and he was leaving the office two hours earlier while producing better work. The mechanism is straightforward: during the 15-minute reset, your brain clears dopamine metabolites and restores prefrontal capacity. This is not a break for rest; it is a neurological recalibration that makes the next 90 minutes as sharp as the first. The key insight most people miss: productivity is not about working longer; it is about protecting the neurological windows when your brain actually performs. Sydney Ceruto, Founder, MindLAB Neuroscience 3. Set Tomorrow’s Three Clear Tasks One technique I use to stay in the zone is a three-task reset at the end of each day. In my coaching practice, my to-do list is always long. If I start the day reacting to everything on it, I end up busy but not effective. To avoid that, I spend the last 30 minutes of each workday reviewing everything on my list and then narrowing it down to three small, specific tasks that will genuinely move my work forward the next day. Those three tasks go on a sticky note that becomes my only priority list the following morning. When I sit down to work, I’m not deciding what matters as I already decided that the day before. This removes decision fatigue and keeps my attention on progress rather than activity. Since adopting this approach, I start my days with clarity, stay focused longer, and avoid the trap of spinning my wheels on low-impact work. It’s simple, but it consistently keeps me operating in a high-performance zone. Brandi Oldham, Career Coach, Talent Career Coaching 4. Honor Your Energy and Pace In 2025, I wrote a book. As a first-time author, I was barraged with advice: write X number of words every day, write first thing in the morning, set a timer and write until it rings. I quickly realized that while those techniques might sustain high writing performance for others, they did not work for me. What did work was to write when I was excited to write, when I wanted to write. When my brain overflowed with ideas and insights itching to translate to fingers on keyboards. And to stop writing when my brain stopped generating, my back started aching in my chair, and my fingers cramped. My recommendation for staying “in the zone” is to identify what this zone feels like and to recognize when you enter and leave it. Make your zone real for you—and ignore everyone else’s advice for maintaining high performance throughout the day. If you’re energized early morning but need a break by 10, own it. If you rev up after lunch, terrific. If your juices flow when the sun goes down, optimize the evening. Manage your time as the gift that it is. Tina Robinson, Founder and CEO, WorkJoy 5. Design Intentional Work Windows We should abandon the myth of all-day “peak performance” and replace it with what I call “designed performance windows.” Most high achievers believe that staying “in the zone” from morning to evening is a willpower and/or discipline issue. It isn’t. It is a biological and cognitive impossibility, and treating it as a goal impacts judgment. The creative and emotional processes are also affected. I work with clients to structure their day around intentional performance cycles, rather than continuous intensity. This is how the technique works in practice. With each client, we identify three separate windows: One primary high-intensity 90–120 minute block used exclusively for work that requires analysis, synthesis, or decision-making. No meetings. No tasks reactive to external impulses are allowed, including meetings, emails, and SMSs. One secondary, lower-intensity window, used for either preparation or refinement/execution work that needs less focus. Deliberate recovery and low-stakes periods. These are not “breaks” in the motivational sense. They are important periods necessary to reset to consolidate insight. One senior executive was trying to maintain the same level of intensity across 10–12 hour days toward the end of a particularly difficult quarter. The result was predictable, with slower, more conservative decisions, and a more burdensome management of emotions. We redesigned his schedule so that: All critical analytical work happened in the protected morning window. Meetings were clustered after that window, when relational and operational skills mattered more than analytical thinking. End-of-day work was intentionally lighter and reflective. Within weeks, decision quality improved because he worked better, rather than simply more. His best thinking happened when his mental system was capable of it. This technique rests on a simple but widely resisted idea: Long-term high performance comes from respecting natural mental fluctuation, not fighting it. It is not about staying activated at all times. It is about timing effort, accepting limits, and preserving long-term capacity. Federico Malatesta, Founder & Executive Coach, FM Transformational Coaching™ 6. Block Time for Top Priorities Staying in the zone requires being realistic about what you can actually achieve in a day, particularly when you’re a high-performing senior leader. It’s common to overestimate daily capacity and then feel defeated when tasks inevitably spill over. Instead of attempting to conquer a massive to-do list, clarify the top two to three priorities that would make the day a success. Here’s the critical part: realistically estimate how long each will take and deliberately block that time on your calendar. My executive clients who consistently map their highest priorities are recognized for their ability to deliver sustained, repeatable value. And remember, two to three completed priorities per workday add up fast. That’s 10 to 15 per week, 40 to 60 per month, and 500 to 700 meaningful wins per year. Kyle Elliott, Tech Career Coach & Executive Coach, CaffeinatedKyle.com 7. Integrate Brief Meditation Sessions One technique I rely on to stay in the zone and sustain high performance throughout the day is meditation, practiced consistently and intentionally integrated into my daily rhythm rather than treated as a one-time fix. To begin, I set a clear eight-week commitment. For me, the goal is not to “clear my mind,” but to strengthen focus, emotional regulation, and self-awareness. I choose a realistic structure: 10 minutes of meditation at the start of the workday and five minutes midafternoon. Framing it as a leadership practice, not a wellness add-on, helps me to stay consistent. During a demanding eight-week stretch involving overlapping deadlines and stakeholder expectations, the afternoon meditation is essential. Instead of pushing through fatigue, I used those five minutes to reset attention. As a result, late-day meetings are more focused, communication more thoughtful, and the end-of-day fatigue that previously affected my performance is mitigated. Simone Sloan, Executive Strategist, Your Choice Coach 8. Name Triggers to Regain Control The real productivity killer is not your phone or overflowing inbox. It’s the background anxiety, the tension you can’t quite put your finger on, or the boredom that comes from being stuck on a challenging problem. In the early days of my business, I was reactive to every ping and distraction. I was hopping from one priority to the next, and it seemed like no matter how disciplined I was, the overwhelm always managed to shatter my attention span. But then I learned to treat distraction as an opportunity to pilot my attention instead of treating it as an adversary. Now, whenever I have the urge to check out from whatever I’m supposed to be doing, whether it’s writing our crisis playbook or mapping out narrative threats for one of our clients, I make it a point to first pause and write down on a physical piece of paper the internal trigger or thought that makes me want to break focus. It could be, “I’m anxious about my presentation next week,” or simply, “This work is hard and challenging.” It sounds trivial, but doing so gives me control over my itch to escape. Instead of running from it, I’m now using my internal discomfort as a launch trigger to bring me back to what I should be doing right now. Confirming and tracking your internal triggers when you want to chase distractions will give you data on what exactly causes you to want to break focus so you can do something about it. If you keep a log for a week, you’ll have enough data to uncover a pattern about your attention escapes. For me, capturing that thought in that time of itch revealed to me that the best way to manage it is to reframe and treat the discomfort as a trigger to perform on the hard, high-value task I should instead be doing versus an escape to a lower-value one. Adrienne Uthe, Founder, Kronus Communications 9. Estimate Durations to Reduce Friction Managing my cognitive load and staying “in the zone” as much as possible is essential. My biggest win is a technique I call Time-Tagging, where I assign a specific duration to every item on my to-do list. I found that when a task lacks a time estimate, my brain perceives the effort required as infinite. This ambiguity creates subconscious resistance and fear. When every task has an estimated duration, like 15 minutes, I can easily scope the project and jump in. This approach boosts the total amount of time I spend in the zone because I simply start with a task labeled 10 minutes or less. This low barrier to entry allows me to generate immediate momentum. I complete that first small win and use the dopamine hit to roll right into the next larger task. I have tracked my output on days using this method versus days I do not, and the increase in deep work is significant enough that I now do this every single day. 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