Tag Archives | Marketing

Every company needs a compelling origin story

Every company needs a compelling origin story. An origin story reveals how a character became the protagonist (or antagonist), usually providing a compelling event which explains their intentions or behavior. Comics and movies use origin stories to explain how characters got their superpowers or why they are supervillains. Recently, entertainment companies have rewritten the origins…

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Five Steps to Walking the Customer Experience Talk

Companies want to deliver an incredible customer experience.They also want to turn a profit, increase market share, and engage their employees. If those goals don’t seem surprising, it’s because they shouldn’t be. Forrester’s latest Customer Experience Index report finds companies that outperform their peers in customer experience are likely to turn customers into repeat customers, and repeat customers…

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Thinking About Big Data? Go For Big Outcomes Instead

The buzz around big data is deafening but I believe that much of the conversation has missed the point. Big data is not just a technological challenge; it’s a cultural challenge. Collecting and analyzing data is not enough. We need to start with business outcomes to truly leverage big data. Culture trumping technology was the underlying theme…

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CMOs: May the Force (Multiplier) Be with You

In the military, a force multiplier is a capability that significantly increases the potential of a combat force, enhancing the probability of a successful mission. Many CEOs are looking to marketing to assume the role of force multiplier across their organizations, using customer insights to influence business strategy. It’s an uphill battle. Most large organizations are designed…

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The Myth Of Fair Value

To prepare for the upcoming holiday shopping season, I’m reading ‘Priceless: The Myth of Fair Value (and How to Take Advantage of It)‘ by William Poundstone. Poundstone references a wide variety of psychology studies that show consumers are unable to accurately estimate fair prices and are “strongly influenced by the unconscious, irrational, and politically incorrect.” …

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