In the space where retail meets online, competition is intense – and especially difficult to navigate when you’re playing in both games. I recently read an awesome interview from eMarketer with Theory House’s Jim Cusson and wanted to kick the same questions to our CEO, Mike Caccavale. His insights are worth a read.

The best marketing plans are a combination of data, customer insight, lessons from the past and educated guesses about the future. But what if, instead of planning, we could enjoy the benefits of a preseason like NFL teams? So I raised the hypothetical with our CEO Mike Caccavale, who like most of the crew in our Boston office, is a big Patriots fan. Here are some of his ideas.