The media industry is bifurcated into two distinct worlds: the struggling traditional segment that longs for a simple, more profitable past that will never return; and the vibrant entrepreneurial segment that is reinventing commerce before our eyes. Justin Smith, CEO Bloomberg Media Group, 2013 memo Itâs true:...
How do you put archetypes to work? Start at the center. The center is unique for each organization. Your strengths hint at it. Your organizationâs passions point you in the right direction. The forces that drive your customers to do business with you provide invaluable clues. This center should be expressed...
When you uncover your businessâs archetypes you get to know the DNA of your organization. It is from these fundamental symbolic images that all of the desired behavior for employees and customers spring. When you know your archetypes, you can ensure consistency in your culture and your...
In todayâs cluttered and over-assorted market, the conversation in organizations often focuses on the importance of brand differentiation. The need to create or identify a position or particular area of emphasis that is different than what competitors currently offer customers. At face value, the idea...
Donât search for the answers, which could not be given to you now, because you would not be able to live them. And the point is, to live everything. Live the questions now. Perhaps then, someday far in the future, you will gradually, without even noticing it, live your way into the answer. Ranier Maria Rilke, Letters To A Young PoetToo often people jump to the answer before fully understanding the question. I see this happen with companies often, especially in âbrainstormingâ meetings and customer interviews. Most âbrainstormingâ meetings I attend look something like this: somebody presents a loosely defined goal, a few solutions are presented, the majority of the group jumps at one of the solutions early on, and then explores that solution. Not only isnât this true brainstormingâbrainstorming involves clearly defined problems and getting as many ideas out as possible without evaluationâit can never hope to produce a great solution: ill-defined problems lead to weak solutions.
âEvery generation seeks the Holy Grail of instantaneous influenceâin the information age we seek the sound bite that moves the massesâbut it doesn't exist. Human behavior is influenced over time, within a context, and by focusing primarily on how people feel.â Anette Simmons, The Story Factor Good...
Too many Chief Marketing Officers are trapped in âbrand conversationsâ behind their desks, in conference rooms, or around the boardroom table, and itâs hurting their organizationâs connection to the customer, the understanding of whatâs happening with their brands, and the ideas necessary to drive growth. Iâve...
This could be called the first law of Cult Branding. Know thy Customer better than they know themselves. This could be called the Secret Law of Cult Branding. Customers Don't Know Why They Buy. This might be deemed the problem with the conventional market analysis. Don't Ask Why, Observe!...
Your new product or service is great. You want to tell people. Why not shout it as loudly as you can to as many many people as you can? Because, until you have an audience, you have to work exponentially harder to make your message matter....
Dominant organizations occupy positions of ultimate profitability. Â They do this by providing their customers what they want, even before their customers know they want it. Â Whenever Apple unveils their latest iGadget, they already have legions of excited customers eager to buy. How do they do that?...