Paul Arden

I'm able to utilize a lifetime of learning to help teach young people how to apply sound marketing strategy and principles for the purpose of growing the client's business. And for me, that's just too much fun.

Well, there's no question that the law passed in 1996 was flawed. It deregulated the wholesale market, meaning the price that the utilities had to pay energy companies for power, but not the retail market.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.