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On Tuesday, Kent Clark posted about copywriting. He cautioned against following grammatical rules too religiously. His post reminded me of, an article I wrote almost two years ago. Its theme was similar, but dealt with design rather than copywriting:

Website Usability… Without the Dogma

Before you brand me a usability heretic, know that almost three years ago, I presented the flipside of the argument. See my article on “why rules matter”:

Usability Checklists: Just Dogma?

Does this make me a flip-flopper (which is even worse than a heretic)? Not really. It’s easy enough to reconcile the two sides of this issue: To excel in any field – to truly stand out – you must break some rules. But to break the rules judiciously, you first have to understand them.


State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..