The Good, The Bad, And The Boring
If you can’t see the above video, click here. Compelling is not synonymous with what is good. My favourite book, the Bible, records some pretty bad stuff. Bad, but compelling. In business we want to create good experiences. Actually, scratch that — we want to create great experiences. But the reality is that in life, [...]
A 7 Year Old Does Social Media Better Than The Rest Of Us
This melts my heart, and it convicts me at the same time. A 7 year old boy by the name of Charlie Simpson saw the Haiti disaster, aimed to raise £500 by cycling his bike (that would be awesome enough in the first place), and then goes and raises £70,000. You can read it on BBC News [...]
100 Blog Posts On, My Number One Lesson
My number one lesson: That it’s better to have connection than community if you want to achieve greatness.
The Basics Of Expectation Management
Yesterday we went through The Pyramid Of Expectation, and understanding how providing compelling experiences (or failing and providing awful ones) is based on your ability to meet expectations. In actual fact, we discussed that it’s no longer enough to meet customer’s expectations (this is merely customer satisfaction), you have to move into the arena of [...]
The Pyramid Of Expectation
So, I made a bit of a mistake yesterday. I wrote a 3,000 word essay on suspense and brand mystery, rolling in far too many case studies, and providing way more content in one post than I’ve said in past times that one should! I’m going to, instead, start right at the beginning with a [...]
How Apple Creates Suspense, Why Satisfaction Doesn’t Matter, and A Lesson From Star Wars
I spoke a while ago on the idea of what I’m calling ‘brand mystery’ – we looked at JJ Abrams’ TED Talk and Lost, and how he tells a story by suspense. He never provides the complete picture, and this is what keeps you hooked. This is contrary to what one copywriter thought when he [...]
Pepsi and a Thought About Cause Marketing, Authenticity and Commonality
Yesterday we discussed Amazon and the challenge intangibles and digital products have with perceived value. I must say, the comments yesterday were rich and deep, and it’s really got me thinking. I’ll be picking up this theme again very soon – if you haven’t said a word there yet, please do leave a comment on what [...]
