Staying Relevant
If you’re responsible for a brand or organization, allowing that brand or organization to become irrelevant must be among your top three fears. If it isn’t, it should be. Kodak didn’t think it would happen. Nor did Blockbuster. Nor Sears.
Feeling heard
Fundamental to our identity and sense of purpose in the world is to be counted as a participant in the conversation that is society or, at least, that is our tribe. Who are we? What is our role in the world? How do we view reality? And, perhaps most importantly, does anyone else understand who we are and why we’re here?
Certainty
In 1543, following Copernicus’ death, a German printer named Johannes Petreius published De revolutionibus orbium coelestium (On the Revolutions of the Heavenly Spheres). It contained Copernicus’ core theories. The document asserted what came to be known as the heliocentric model of the universe:
Identity
Pink concludes that using nouns instead of verbs as part of a request is motivating in that it allows the listener to see themselves as the actor in the situation, with a particular identity. Seeing themselves as the noun, the listener has ownership of the action, what would otherwise be the non-personalized verb.
Will you be scammed?
Before you begin this article in earnest, I must point out that it discusses a collective research product; what I say going forward represents my own opinions on research a team has conducted, and does not necessarily reflect the opinions or viewpoints of any of the other team members or the research sponsors. I will also add that my interpretation of the research is one of several possible ones. I intend for my thoughts, like the research itself, to be stimulating rather than conclusive.
A Transactional or Transformational Life
Let’s assume that, like people, some organizations in your life barely register—while others matter deeply. Maybe the ones that matter are the companies behind your coffee, your car, your hobby, or your financial advisor. Ask yourself: do you want those relationships to feel transactional—or transformational?
Read my mind.
Understanding What Really Drives Your Customers and Employees We all wish we could read minds, especially in business—it would make life so much easier! Imagine knowing exactly what your customers or employees are thinking. While we can’t do that (yet), there is a way to get close. The Good People Research Company has an approach that helps you understand why people—whether customers, employees, or even friends—make the decisions they do. It also reveals how they process your actions emotionally and mentally. Imagine This: What if you had a trusted “advisory committee” of customers and
There’s No Such Thing as Change Management.
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There are 5 gestures of trust.
We spent two years (from 2015-2017) with the Better Business Bureau exploring what today’s consumers feel is a “better business.” First, we sat down with, listened to, and observed a diverse group of 18 consumers in their homes or workplaces in four U.S. cities — Charlottesville (VA), NYC, Atlanta, and Seattle — and had them describe, in-depth, their experiences with companies in daily life, positive or negative. We then later explored the concepts that emerged from these conversations with consumers and businesses across the United States and Canada via survey
Personas should be based on narratives.
Most marketers and product designers value “personas,” typically recognized as profiles or compilations of characteristics that distinguish and define customer types or “archetypes.” Have a prototypical customer that you can envision, and you have a better feel for how to design a product or service that will have value for the idiosyncratic customer and learn how you might communicate with the customer most effectively.Most of the time, personas are developed based on statistical modeling that ferrets out how different data about customers consistently “cluster.” These clusters show, with a level
Brands are cultural symbols.
When you think of your company, it means something specific to you. That interpretation in your mind is your “brand” as you know it. It’s a symbol that you use to understand and hopefully project the role your company plays in the world.
Knowing nothing is a high art.
Seems that in the “information” age we all should be rushing to accumulate knowledge. Right? After 30 years of looking
Personalization should be personal.
Marketers, UX designers, and product owners have accepted “personalization” as the pinnacle of customer engagement. Customize the customer experience based […]
Expect expectations.
When it comes to delivering value to others, if you know why they do what the do, you can deliver value that
Saving customer rapport in the age of the machine
Arguably the hottest thing in marketing right now is the use of machine learning /AI to identify primary customers and
Looking for loyalty in all the wrong places
Most organizations consider brand loyalty to be the brass ring. It means increased lifetime customer value, savings on customer acquisition
What To Expect From This Blog
Nothing. Really, don’t expect anything from this blog. Expectations get in the way of learning. Let the words form patterns that are meaningful to you and see where that goes. If there’s a match between what we’re uttering and you’re perceiving, it was meant to be, and we’ll connect. We have no hold on sage advice, nor on any knowledge. Knowledge is free.
What Is Better Business?
In 2015, I set out with members of the research staff at the Council of Better Business Bureaus to find
The Questions You Ask.
Very often in life, the most important lessons are simple ones. For some time, I have shared with clients that
Consumer Trust
Why do consumers want to do business with some companies and not others? A 100-year-old non-profit brand with established niche
European Tech
Does national culture impact what and how we search? One of the world’s largest technology firms sought to improve its
Moms
How do new mom’s decide if they are “good moms?” A successful baby carrier brand knew it needed a meaningful
59 Minutes of Branding
The 59 minutes should be spent framing the world the audience lives in. Once this is done, it becomes much more obvious to the gifted marketer or executive exactly what to say and do and how the brand they are promoting should be positioned in the audience’s world.
The stories we tell matter.
The stories we tell ourselves and others are more than just a set of events related in an interesting or
Whose Rules Are You Following?
In our daily lives, some of us like rules, others don’t. Depends on your personality and world view. In our
