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Get ready to dig up customer memories
In order to better understand your favorite customers, you have to get at the values which drove their purchase decision. For political or self-image reasons, people may not automatically share or even really know the true reason. But a good interviewer can dig down during an interview. This article gives you an entire procedure and…
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Negotiating like you hate it
Nothing is more annoying than trying to reach an agreement with someone who enjoys negotiating. Even if you do, please dial it down and take these minimal steps to protect your interest, from Whitney Johnson: Signal that you are transacting Sit on both sides of the table Power up Disentangle negotiation from updates Excise emotion…
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Hacking confidence
A recent article highlights the 'confidence gap' that often prevents women from competing for recognition (with each other as well as men). For myself, I never thought it was a problem. When I took the StrengthsFinder exam in 2000, "Self-Assurance" came out as one of my top five strengths. And yet, as I was reading…
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Making networking meaningful
I wish I could find the story about Jenny Lawson going to an event at a bookstore where she was supposed to meet people, and she crawled under the table to hide. But the words "hiding" "under the table" and "bookstore" seem to occur too frequently on her blog. Anyway, it was hysterical, as usual.…
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Technology-accelerated marketing from Airbnb is hot, volatile stuff
Technology changes the texture of marketing as well as the speed. All these dials and switches can burn a relationship. I'm personnally sorting through the hundreds of contacts records I've collected as an active networker for the last ten years. I'm amazed at how many are completely irrelevant to my work and/or my life. Plus, not…
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The rising importance of customer experience management
If you're not analyzing the experience of your customer, be assured that your competitor is. Fast Company/Co.Design: IBM invests 100 million to expand design business, 2014-Mar-27 by Mark Wilson “The world is sort of waking up to design thinking, new ways of thinking about problems and solutions to problems,” John Armstrong, North American Leader, IBM…
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Signals of loyalty masquerading as complaints
At MosquitoZone we had a client who complained and sometimes boycotted our malaria education products. She thought we could do better, and she was right. Finally, she made a suggestion that was too good to ignore. In my next company I hope we embrace and support the customers who push us to keep make it…
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What are the questions marketing data must answer for a business to stay profitable?
Marketing data, big or small, exists to serve the people who use it. When owners, managers and sales people use the data correctly, transactions are profitable for everyone. In the beginning, the amount of data is small and easy to remember. But just the least little bit of success will cause the data to overflow.…
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Marketing is about using data in the context of your customers lives
No amount of data analysis can replace understanding how your product or service functions in the lives of your customers. Measure and listen and then leverage your understanding to make your customers' lives better. Marketwatch WSJ archives: 'Thick Data' lessons from stoma bags and Lego bricks, 2014-Mar-23 by Christian Madsbjerg and Mikkel B. Rasmussen In…
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Is there any human behavior that can’t be explained by pattern making?
As a person who's never been in love with practice, I'm beginning late in life to understand its power. Repetitions strengthen muscles and memory. The patterns feed the mind. Superstitions are efforts of the mind to find patterns where none exist, although many athletes put them to work as cues to fall into a desired…
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