In today's Biz Pulse, gain insight into how:

• Ghostwriting as a formal business line can create steady, high-value revenue and expand a writer’s reach through co-authorship.

• Unprofitable brand events can deliver outsized returns in customer insight, community building, and long-term loyalty.

• Connected, intelligent stores and context-aware retail media are replacing the traditional funnel with a real-time, data-driven journey.

Each of these articles is penned by members of Forbes Business Council, successful business owners shaping the future of business.

Let’s dive in!

Is Your Business Out of Touch?

Forbes Councils Sessions is a series built around real conversations with real practitioners. People like you, sharing what you actually know instead of polished talking points.

In this video, Ryan Paugh speaks with Mario Peshev, CEO of DevriX and Growth Shuttle, veteran business advisor, and angel investor, about how changing buyer behavior can quietly disrupt product-market fit. Mario shares the signals companies should watch for and why redefining the fit starts with getting closer to customers again.

Ghostwriting As A Real Business Line, Not A Secret Side Gig

Ghostwriting is framed as one of the few predictable revenue streams left for professional writers, not a step down from “real” authorship. Treated as a formal business line, it can smooth out lumpy publishing income while expanding reputation, reach, and opportunity.

Here is how to think about it like a business, not a guilty secret:

📈 Revenue Model: Fees often run from high five figures upward, paid in milestone-based installments that create reliable cash flow alongside unpredictable royalties.

💼 Ethics Clarified: When the client owns the ideas and story, and the writer is fairly paid and credited as agreed, the work is ethical. Problems arise from bad contracts, not the practice itself.

📝 Contract Essentials: Define payment schedule, credit terms, rights and reuse, kill fees, and project scope before writing begins.

🧩 Portfolio Fit: Modern writing careers blend books, ghostwriting, co-authorship, corporate content, and speaking for diversified income.

🎯 Skill Bar: Top ghostwriters excel at disappearing into another person’s voice, which often demands more craft than writing in their own voice.

Read The Full Article >

When “Losing Money” On Events Is A Smart Brand Play

Some events will never look good in a spreadsheet. That does not mean they are bad investments. Thoughtfully designed brand experiences can pay off in community, insight, and loyalty that digital campaigns cannot touch.

Key reasons to rethink how you measure events:

🏁 Beyond Ticket Sales: Traditional metrics overlook long-term brand equity, emotional connection, and word-of-mouth that extend far past event day.

👨‍👩‍👧‍👦 Community as an Asset: In a world with fewer “third spaces,” brands that create real-life gathering points earn deep trust and affinity.

🧠 Direct Customer Insight: In-person interaction reveals how products are actually used, what confuses people and what delights them, far better than surveys or ratings.

🧪 Live R&D Lab: Tech checks, wear patterns, and spontaneous feedback feed product improvements that drive future revenue.

💡 Employee Motivation: Watching customers use and love what they built reconnects teams to purpose and boosts retention.

🔄 Lasting Brand Memories: Anticipation, shared experiences and stories told for years forge emotional loyalty no ad unit can replicate.

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The Funnel Is Fracturing & The Store Must Get Smarter

Today’s shopper jumps between social, AI, reviews, and in-store research, which means the old linear marketing funnel no longer reflects reality. Physical stores must evolve into intelligent, connected touchpoints inside a much more fluid journey.

Priorities for retailers navigating this shift:

🧩 Connect Every Signal: Loyalty, e-commerce, inventory, in-store behavior, and transactions should feed a unified view of the journey.

🏬 Instrument the Store: Use AI, computer vision, smart carts, and sensors to understand context and support shoppers in real time.

🧭 Design for the Moment: Balance historical data with current intent, because what a shopper is doing now can outweigh what they bought months ago.

📺 Rethink Retail Media: Bring targeting and measurement into the aisle so in-store media informs decisions, not just impressions.

📊 Measure Through to Outcomes: Tie engagements and touchpoints to actual sales to learn which interactions truly influence behavior.

Read The Full Article >

Wrapping Up

If these articles sparked your interest, we have a network that you will love: Forbes Business Council.

This exclusive, vetted community brings together seasoned business leaders — founders, CEOs, partners, and other senior-level leaders of successful companies.

Put yourself at the forefront of innovation with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Business Council today, and become part of a group driving meaningful innovation in business.