You’ve heard it all before. “The customer is best. The customer comes first. The customer is always right.” So how do you get your business in the customer-centric mindset? You need to establish a goal of providing a positive experience before, during, and after the sale in the hopes of earning repeat business and referrals. …

Shopper research is a cornerstone of robust research programs for brands that seek to engage customers with products in store, or for retailers vying to provide experiences that will keep customers happy and spending money in their stores. Shopper research is often performed in live or mock retail environments, where researchers can view shoppers’ behavior …

In September at Content Marketing World, Robert Rose and I will launch our (combined) sixth book called Killing Marketing. The core principle is that we’ve been misusing the marketing function for years. Marketing, in its truest form, was actually meant to be a profit center. While Robert and I were doing our research for the book, …

According to a recent study by Steelcase, workplace disengagement is a widespread problem around the world. In fact, one-third of employees across 17 major global economies are disengaged. There’s reason for business leaders to be worried about this: The study also found a strong positive correlation between employee engagement and company profits. Furthermore, there’s also …

In banking today, the advice of Theodore Levitt (an American economist) holds true: people don’t want a quarter inch drill, they want a quarter inch hole. Banks must solve a problem not sell a product. To do this, they need to be customer-centric, understand the customer journey and the different touch points, and offer customer …

There are many things in life that, while ranking high in importance, are lacking enough in urgency that they never quite bubble up to the top of our to-do lists. Dental visits, exercise, healthy eating… the list could go on and on. The key is to stop bowing to the “tyranny of the urgent” and …

Too often, public relations work ends up being reactive.  PR pros race from one fire drill to the next, completing executive to-dos that trickle in via email and texts at all hours. It’s no wonder the PR executive job just turned up as one of the most stressful careers. One area that’s especially hit hard …

If all you have is a hammer, everything looks like a nail. You’re probably familiar with this paraphrase of The Law of the Instrument, a common adage whose simplicity conceals the complex relationship at its core. In fact, there is an intricate dance among a problem, its solution, and the tools available to those trying …

Creativity in the workplace has always been highly prized, especially in sectors like PR, advertising and marketing. However, some agencies are starting to wonder whether the creative ambitions of a new generation of workers could be a cause for concern, with more and more employees now showing a commercial interest in projects outside of work. …

Increased choices, channels, and competitive proliferation have changed the way companies and customers engage with each other.  As a result, many organizations are designing new approaches in order to be able to pilot themselves successfully in this modern environment. PwC’s Global CEO Survey found 72% of organizations have, or are planning to have, significant change …