When I was a marketer, I enjoyed poking fun at my own profession. While marketing is often criticized, my humor was based on pride. There’s even evidence that self-deprecation is linked to wellbeing. With that in mind, here are 10 humorous riddles for marketers. In fact, maybe marketers are the only ones who will truly…
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…
If you’re not in the discipline of Marketing, you may not know there’s an on-going debate whether art or science is more important to producing good results. While there is clear evidence the pendulum has swung from Mad Men to Math Men, I’ve always believed both are required for true success. The real issue is…
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…
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…
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…
“It’s true I deceived you but I wasn’t lying.” The statement, spoken brazenly by a work colleague, momentarily floored me. They claimed they were deceiving without lying but I thought deception and lying were the same thing. A little bit of research suggests there may be a difference. In ‘Why Leaders Lie: The Truth About Lying in…
When you ask someone to do something, be sure to include the statement that they are free to choose to do it or not. Adding this phrase doubles the likelihood they will do it. A detailed analysis of more than 22K subjects in 42 separate psychology studies demonstrates this startling result. The simple act of…
What was the first fast food company?What was the first credit card company? Most people probably don’t know the correct answers are White Castle and Diners’ Club. While both companies still exist, they now have relatively small share in what has turned out to be very large markets. As I’ve previously argued, the benefits of first mover…
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 which show consumers are unable to accurately estimate fair prices and are “strongly influenced by the unconscious, irrational, and politically incorrect.”…