Today, if you can imagine something, it’s easier than ever to create it. But in such a world, where anything is possible, intent has become crucial. Why must this particular thing exist? At the same time, it’s not rare to see competitors race ahead of worthier foes simply by virtue of communicating their take on […]
About Max Tatton-Brown
Founder and Managing Director of Augur.
Entries by Max Tatton-Brown
You may know we have more strings to our bow than just agency life here at Augur. We write — in this case for the Guardian, making the front page of the tech section. It’s our strong opinion that great material has value. But, from music to writing, somewhere along the chain this perception of value […]
Perhaps more than most, the technology community believes in its ability to transform how things are done. But when you apply that to government, the chain breaks. Seemingly, we’re only just generating the connections that directly link our technically savvy with our politically powerful. Soma Salon is an effort founded by TechCrunch honcho M.Butcher and supported by a […]
We’ve started writing for the Guardian. First up, about how it’s hard to properly understand changing use of social networks if you stay hung up on your own expectations. When your Facebook includes everyone you know, the feed is inevitably going to become like “an awkward family dinner party we can’t really leave”. You haven’t […]
Imagine if the most valuable thing you could offer was close relationships with journalists. Not to say there isn’t power and potential in those — but imagine if that was what your whole proposition hinged upon in 2014. I can’t work out which way the chicken and egg of this value in the PR industry […]
(For the record, if you want to understand why it’s so important to say as little as possible, this video is a pretty good demo in itself too. At such moments, I sympathise for every client that I’ve advised to control their passion for the subject in favour of clarity.)
I’ve written before about the difficulties of the word “content”. It’s too often bandied around in discussions that lose sight of its meaning to viewers versus its importance in their strategy. And that blindness is costly. But you quickly find yourself drawing on it because it’s the common reference. Much of the time, that will […]
I was invited to a recent PRCA event, hosting 3x PR industry godfathers who founded and exited agencies. Like so much with running Augur, I found it had to be analysed at two levels simultaneously. On one hand, there’s nothing like real experience. It’s a hard-won asset that money can’t buy. But in dispensing the […]
People are looking for things. You want them to find you. But not just when looking for you, of course, that’s a given. Really, you want them to find you when they are looking for other things. Or, best of all, when they’re looking to buy other things. And so the clash emerges. Because of how search works, if you […]
We recently took part in a discussion from MyNewsDesk about the ways brands tell their story. Check out the recording below for our thoughts.