Discovering How and Why People Want What They Want
What are the ethical considerations when uploading photos of my newborn to the Internet? I would argue discussions like this about consent in the digital world should be front and center for marketers as we are often on the cutting edge of decisions made about people's privacy and data. It's time to think through how... Continue Reading →
David Lynch's landmark television show sets out to answer one question: "Who killed Laura Palmer?". I'm not going to spoil the answer for you if you haven't seen the show, but I will tell you just a little bit about Laura. I promise, this is definitely about marketing eventually.
Forrester's Victor Milligan had a pretty interesting presentation at #Inbound18. He had several topics but the one I want to discuss right now is his prediction for how businesses will be reconfigured over the next decade. If he's right, it's going to get very interesting, very fast.
Brian Halligan and Dharmesh Shah reiterated a fundamental philosophy behind inbound marketing: solve for the customer. Dharmesh expanded on it a little during his keynote when, speaking for the average customer, "Solve for my success, not your system. Don't make your system my problem." This was a common refrain throughout the event as customer service/success was elevated to a key component of the new marketing flywheel. Of course, it's an easy thing to say and a hard thing to do. Luckily, one of the keynote speakers had a great methodology for seeking customer-centric solutions.
This year at Inbound 2018 (Hubspot's big annual digital marketing conference) Dr. Karlyn Borysenko said something fascinating during her breakout session on the psychology of office politics. She essentially exploded a myth that I and my company have been operating with for a long time now and I can't stop thinking about how I need to handle this epiphany.
The Poetry of Persuasion 
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