Tuesday, December 20, 2005

Q&A

You’re sitting in a meeting where the client briefs you and asks questions. You do too. But what questions do you ask?

A scenario we all know: a troubled client with a troubled business – maybe the opportunity of a lifetime. The information comes in torrents, and with the information are questions, important questions that could impact the success and future of the clients’ business, and clearly ours with them. Answers are needed.

Another scenario: internal discussions about the clients’ business or about our own. Questions and the need for answers don’t change…Listening is critical (another subject for another day). Thinking and considered response is obvious. But still, answers are needed, answers to fuel more questions and lead to action.

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Friday, December 16, 2005

20/20 Vision

We are once again in an internet swirl. The current is pulling strongly towards… who knows where? It feels like Ulysses facing the Chimera or maybe the Sirens. Einstein and Hitchcock have weighed in – see the last two weeks of memos – now let’s hear from Brazil. 

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Monday, December 12, 2005

Loo

No more BTL, right? NEVER! No more terms and orientation that refer to us and our work process… It’s all about the consumer, right? Sounds good, but what else can we learn from this?

Here is a thought that you have heard before: Bill Gates has said that Microsoft has never been successful in changing behavior. Success has been explosive, though, in enhancing behavior, servicing needs and making work and life easier or more efficient. And, if we really understand the totality of the consumer experience, the Customer Journey, the daily grind, or whatever you want to call it, all becomes clear.

Sure, I can go online and do all sorts of things like shop, chat to friends, find information, read, get the news or the weather… see where I’m going? I can read Harry Potter, the Hard Cover edition, which I might have bought (or pre-ordered) on Amazon. Or maybe I stood on line at midnight with my kids to buy at the bookstore for the experience. 

Read on...>>