Marketing & Strategy Innovation blog

The Other Golden Rule

Today's post is a modified version of a post I originally wrote for Confirmit in September 2014.

We often hear customer experience professionals talk about the fact that there's a great emphasis to - and a greater return if we - focus our efforts on the customer experience for B2C companies. There's this notion that it's not as important for B2B companies, that it can't be impacted, or that it doesn't matter because B2B is just a different beast.

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Strategy and Purpose: Is It Really What You Say It Is?

Let’s say that you want to grasp an organisation’s strategy – say customer strategy or customer experience strategy. By strategy I mean the organisation’s manner of ‘showing up and travelling’. How would you go about determining that?

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The Difference Between Good and Bad Organisations

I'm reading The Hard Thing About Hard Things which is excellent. Part of what makes the book unusually good is that it draws a lot from Ben Horowitz's personal experience launching and running a series of companies before becoming a VC. And he's very honest, focusing often on the decisions made when things were not going so well, or in other words the times when he was a 'wartime' CEO. 

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Five Ways To Profit From Brand Advocates

As companies strive to improve their customer experience, the desire to do more than satisfy customers is becoming increasingly important. 

But at the same time it is remarkable how few companies have a programme in place to capture the profits of turning someone into a brand advocate. This is an expensive oversight. It leaves companies with the investment for improving their customers’ experiences. But they miss out on the (financial) returns this generates.

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The New Age of Platforms

In 1905, a young Albert Einstein shocked the world. In one miracle year, he overturned the prevailing assumptions of his day and changed how we see the universe, transforming forever how we think of time, space, mass, energy and light. He paved the way for our modern world.

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Brand Book Bites From a Beautiful Constraint

The book: A Beautiful Constraint: How to Transform Your Limitations Into Advantages And Why It’s Everyone’s Business — a very smart text that is organized into three sections comprising the requirements needed to find the beauty in a constraint: mindset, method, and motivation.

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In the Near Future, Instead of Choosing Between AT&T, Verizon, Sprint and T-Mobile, You Can Also Pick Google or Apple as Your Mobile Carriers

The US mobile industry has been in a clear state of duopoly with Verizon and AT&T occupying about 70-75% of both consumer and enterprise market. T-Mobile is attempting to disrupt the current status but the impact will not be sustainable, although its Uncarrier attack effort is causing a lot of noise. 

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A Confused Customer Buys Nothing

I originally wrote today's post for Intradiem on September 25, 2014.

Are your customers confused? Do you even know what that means? And do you know what the implications of customer confusion are?

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How Google Attacks Problems - Not People

One Friday afternoon in 2002, long before his company became a household verb, Larry Page walked into the office kitchen and posted some printouts of results from Google’s AdWords engine. On top, in big bold letters, he wrote, “THESE ADS SUCK.”

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What Is a Community and How To Nurture It – CMAD Jan 26, 2015 – 09:00 GMT

I have been involved in community management from day one and I can pride myself on training a great number of Community Managers from the very early days of social media, that is to say when it wasn’t even called that –  way. 

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