What is PPWR, and why should you care?

The Packaging and Packaging Waste Regulation (PPWR) is an EU law aimed at reducing packaging waste and making packaging more recyclable and reusable. It has been adopted by the entire European Union, with surrounding countries adopting similar types of sustainability laws, including Extended Producer Responsibility (EPR).

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Here’s why you don’t want a perfect 5-star rating

It seems logical that every company should aim for a perfect customer review score. After all, if every customer is happy, why wouldn't that help convince the next customer to buy from you? The problem, however, is that buyers don’t think like that.

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B2B Marketing is about people, not products

There is a lot of advice out there about how to do marketing. Most of it is about how to best leverage the latest technology, most recently AI; some of it is still about nailing the perfect message, i.e., finding the elusive silver bullet, and some of it is about finding the right channel to reach your audience; let’s hear it for GEO. But underneath all of that, marketing is really still all about one thing: how to connect with another human being.

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Article Enterprise AI is about orchestration, not models

Enterprise AI is about orchestration, not models

3 min read

For the past two years, enterprise AI conversations have been focused on one question: "What AI model should we standardize on?" That's becoming the wrong question. The most pressing issue isn't choosing the best model; it's finding the most direct and efficient path to an outcome. As a user, I no longer care whether I'm using ChatGPT, Claude, or Copilot. I need the most accurate and useful output. A CFO, on the other hand, seeks the optimal outputs at the lowest cost. We're seeing foundational models rapidly advance and, in many cases, become interchangeable. The real differentiator is the ability to consistently deploy the optimal model, system, or resource for each task. Not every inquiry requires a heavy lift. For example: Should a policy question or vendor scorecard inquiry go to ChatGPT or to an internal knowledge base? Should a procurement analysis be handled by a domain-specific supply chain agent? These aren't just technology decisions. They're business and economic decisions.

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