On his trip to Louisville, Kentucky, Ric Tyler of Sutherland Weston saw an intriguing line of billboards, which brought him to this episode of The Briefcase to talk about marketing that connects, rather than marketing that competes. Is there merit to making your ads not about your product, but about your customer's well-being? What You'll Learn

• It pays to think about the well-being of your clients.
• Sometimes, connection is more critical than product features.
• The message that you want to deliver, first and foremost, is that of care.

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