Mark Cohen, CMO at Human Factors International came to Hawthorne today to give a command performance of a talk I heard him give a few months ago. After hearing this talk the first time, I asked him to come to Hawthorne to give it to our leadership team. Mark is a powerful thinker, communicator and brings clarity to complex topics. The main point for me was how to apply basic principles of marketing to cut through the hype and provide guidance to succesfully picking and choosing to make effective use of the bewildering and growing diversity of interactive marketing techniques.