I was asked the other day whether or not I would turn a potential client away if I wasn't an expert in the field I was being asked to write in.  It's an interesting question, because it goes right to the reason why so many outsourced communication projects are only marginally successful at best, particularly in more complex industries.

I recently ran across a talk from Oglive One's Brian Featherstonhaugh and was impressed with his take on the traditional (and some might say outmoded) "4 P's of Marketing".