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 was a time when buying a car was a convoluted process. Not so long ago, consumers would do extensive research on the vehicle they were interested in and often, that would start with a review in a reputable car magazine – What Car? or Top Gear Magazine are two of the UK’s best sellers, …

In observing thousands of customers over a 10-year period as they try to complete tasks online, I have noticed a very significant gap between what people say and what they do. Firstly, people are generally not good at predicting their own behavior.  Time and time again, I’ve had people say they do A, B, and …

The numbers don’t lie.  The changing demographics of the United States and the world are creating new markets for us to understand.  According to some, the middle class of India is larger than the entire US population.  What does that mean?  Businesses have a unique opportunity through cultural competence to learn how to interact, do …

Mantras For Marketers To Live By We’re nearing the end of the year, which means it’s time for the 2016 edition of your ‘50 Marketing Thought Leaders Over 50’. Each of the Marketing Thought Leaders highlighted below, have a wealth of experience and knowledge to share; and have gained the respect of their peers through …

Online expressions are influencing impressions.  This is setting the stage for shared experiences to collectively shape how people view your brand, outside of how you define it. Have you thought about what you most often share on social media?  Usually, it’s the experiences you have in any given moment.  You reach for your smartphone and …

We focus on the assets that we believe make up our brand. Logo, color, imagery, messaging. Those things are certainly important; they contribute to the core of your brand understanding. But those pieces are only parts of the brand. Not too long ago, I worked with a private jet service on their brand and customer …

Many businesses are straining to listen and understand what consumers are saying to them. Purporting to fulfil that need is a plethora of Voice of the Customer (VoC) products. VoC is, of course, a relatively modern phrase that is used to describe what traditional business owners would have simply called ‘listening to your customers.’ The …

In today’s crowded markets with buyers who will engage only on their terms, in their context, and on their timeline, B2B marketers must find a way to break through a cacophony of noise and clutter. Many of us barely rise above the noise because we fail to matter beyond our features and benefits. We fail …

If you are a sales or marketing executive, it should come as no surprise that we are officially in the “Age of the Customer.”  It used to be that companies could control the information exchange about their brand, products and services with customers, and position themselves in a way which best served their agenda. However, …