Liquid Death didn't just sell water in a can—they sold permission to think differently about how brands can show up in the world. That may ultimately be their most refreshing innovation of all.

Having a holistic perspective on channel marketing isn't just good practice—it's a necessity for sustainable growth.

The right opportunity awaits, and these practices will not only help you find it but will transform you into a stronger professional along the way.

Marketers can create search and paid strategies that not only drive visibility and traffic but also foster the authentic connections that build sustainable business growth in an increasingly automated world.

This holistic approach to ROMI creates a more accurate picture of marketing's true business contribution and supports more effective resource allocation decisions throughout the organization.

Those that continue to treat media activation as a commodity service to be outsourced will increasingly find themselves at a competitive disadvantage as the technological transformation of media buying accelerates.

The most successful organizations of the future will be those that recognize that excellence requires both the capability to perform and the desire to excel. By intentionally developing both dimensions, leaders create workplaces where employees can contribute their best work while experiencing fulfillment and growth.