For many small business owners, the pursuit of the perfect marketing metric has become a double-edged sword. Often, small businesses only focus on attribution, and it’s ruining their marketing efforts. 

Exporting from the Spokane area is an activity we don’t hear much about these days. One of the reasons lies in the demise of the International Trade Alliance, which for years promoted local businesses to go global. Another reason is that not much has changed in exports over the past 10 years, at least for Spokane.

Earlier this month, the Journal of Business hosted Mark Norton, executive director of the Northwest I-90 Manufacturing Alliance, for its most recent Elevating The Conversation podcast about Aerospace & Innovation in the Inland Northwest.