Swimming Downstream

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By Judd Labarthe ’87

Published Aug. 15, 2025

Using a thoughtful approach, Swimming Downstream (Marshall Cavendish International) reveals that conventional “smart marketing” is often ineffective and costly. In this book, Labarthe encourages marketers to ditch chasing trends and argues that real growth comes from counterintuitive, evidence-based strategies. He includes real-world examples to highlight success stories that offer a practical framework. Swimming Downstream is an innovate guidebook for brands and organizations to better their marketing. 

Paw in print

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PAW's July/August 2025 issue cover, featuring a photo of people dressed in orange and black, marching in the P-rade, and the headline: Reunions, Back in Orange & Black.
The Latest Issue

July 2025

On the cover: Wilton Virgo ’00 and his classmates celebrate during the P-rade.