Marketing is a craft. I believe that more now than I ever have. Great marketing isn’t done by machines or technology, great marketing is achieved by talented people who know strategy, messaging, creative, technology and ultimately how to bring it all together. Marketing technology is an essential ingredient for success, but it’s only part of the story. I’ve spent my marketing career in the seams between traditional and digital marketing. Working at technology giants and scrappy startups, I know how to work with big budgets and inversely how to squeeze a limited budget for all it’s worth. Upshot Institute is the realization of a vision to create a marketing firm that understands technology at it’s soul, but knows that marketing success requires more than gadgetry and buzzwords.