Building our Systems – Marketers are Creative Builders

Building our Systems And, to be creative, we have to be “into” systems thinking & working hard, and regularly “out of” our comfort zone. “If solid goals are established, and the majority of time spent manipulating systems toward those goals, great results will materialize naturally.” and “Your task is to optimize one system after another, […]

Be a Truth Seeker

“Truth and trust are twins.” Pitjantjatjara people of central Australia   “What is history, but a fable agreed upon?” Napoleon   “God doesn’t create data for mankind. Every piece of data that we see is a tiny fraction of the phenomena of the theory it’s trying to summarize. It doesn’t tell the whole story. People […]

The 5 Steps to Define the Job to be done

What is the job to be done? Remember the quote I left you with at the end of my last blog post? Here is a quick reminder: “People don’t want to buy quarter inch drill. They want a quarter inch hole!” Theodore Levitt What does it mean? It means that if we want to know what […]

The Value of Innovation

What is innovation? And, what is the value of innovation? These are the questions that I want to take a closer look at for this blog post. Off the top of my head, I would add some other questions, closely related to the ones stated above: How do experience and innovation interact? How do emotions […]

Our Marketing Tribe – the 3 steps to creating a marketing tribe attention map

While it’s nice to think that our voting decisions are based purely on how well the platforms of each of the candidates aligns with our own individual set of beliefs and values, it is far more likely that our ballots are cast based on the outcomes of carefully targeted and optimized political marketing campaigns. Initially, […]

The Perfectionist’s Dilemma — Perfection is the Enemy of Progress

The Perfectionist’s Dilemma: Introduction The Perfectionist’s Dilemma is nearly universally applicable for all settings. Of course, it affects us marketeers as well. Because we are creators. We market with content. We market with storytelling and publishing. This means that we need to produce content, on a schedule, ready for publishing. Maybe as a whitepaper or […]

The Twitter Explore Tab is here

As promised in the social media guide, here is a quick update on Twitter replacing Twitter Moments with a consolidated Twitter Explore tab. Twitter has recently subsumes Twitter Moments into a new category and tab: Twitter Explore. The fans of Twitter Moments were fans because it allowed you to keep track of important things happening around […]

The 8 Types of Brand Advocates

This blog post is about brand advocates, specifically about the eight types of brand advocates that I have identified on social media. Yes, I am afraid, that we are not done with archetypes yet. There is so much more to say. I have spent a lot of time figuring out how archetypes can be useful to […]