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When a newspaper loses 15% of its readers or 15% of its advertisers, it goes out of business. There are still people who want to read it, still people who want to advertise, but it's gone.When a technology company increases its sales by 15%, profits will double. The sales line doesn't have to increase that much for profits to soar.It's so tempting to head for green fields with a new thing, a new market, a new business. But in fact, 15% right here and right now might be exactly what you need.

A mass marketer needs to reach the masses, and to do it in many ways, simultaneously. The mass marketer needs retail outlets and fliers and a website and public relations and tv ads and more more more and then... bam... critical mass is reached and success occurs.Best Buy is a mass marketer, but so are Microsoft and the Red Cross. Ubiquity, once achieved, brings them revenue, which advances the cycle and they reach scale.

"For the first time, research shows that American creativity is declining." That's the opening salvo in a recent Newsweek story that points to the latest results from the Torrance Tests of Critical Thinking that assess Americans' "CQ" - creativity quotient.