Marketing & Strategy Innovation blog

Mercedes Is Driving Dangerously, Chasing Customers

Brazen.” “Provocative.” “Exuberant.” What automotive brand comes to mind when you hear those words? BMW? Audi? Maybe even Porsche?

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No One Really Cares About Your Great Idea

I stumbled over a great Q&A over at Quora. Someone asked about what to do with their great ideas and inventions so that they won’t get cheated. I’ve decided to reproduce the question here and the answer by Jimmy Wales, founder of Wikipedia, as I often get asked the same question but in many different ways.

The question:

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New MSI Blogger - Esteban Kolsky

It's high time we introduced another author who has been so kind as to join our MSI blog, namely Esteban Kolsky. A seasoned customer strategist and a researcher, Esteban is a promoter of translating statistics and facts into practical solutions.
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What (Some, if Not Most) CMOs Don’t See

Two things to start:

  1. I have no qualms with CMOs and their responsibilities – it is a critical job in most organizations and hard to do as any other one.
  2. I was not going to caveat the title and say ALL CMOs, but am trying to avoid being singled out as ignorant (yeah, new thing for me – I know)
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Do You Know Who Your Customers Are?

Do you really know who your customers are? Do you take a 30,000-foot view or a more granular, zoomed-in view in understanding and describing them?

I did several workshops this week on personas and journey mapping. The two are intimately intermingled, and that's an important point to remember.

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Managing for Disruption

Tradition embraces stability. Time honored principles get that way because they have strong track records of success. The tried and true, extrapolated into the future, often looks like a sure thing, while deviating from historical norms can look downright foolish.

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InfluNonsence

In the never-ending quest to understand how consumers make purchase decisions, and what influences their decisions….

No, wait. That’s not right. Let me start again.

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Brand Book Bites: Absolute Value

The book:  Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information – a provocative read about the new context of marketing today

The brains:  Emanuel Rosen (author of The Anatomy of Buzz) and Itamar Simonson (a marketing professor at Stanford University’s Graduate School of Business) – a strong combination of a marketing practitioner and a academic researcher

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