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 basic [...]
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 [...]
A Tale Of Two Case Studies: Amazon, Pepsi, and Tangible Intangibles
2009 ended and 2010 began with two huge headlines for the mainstream adoption of Digital and Social Medias, on the back of what I documented last week as what I consider will be looked back on as a landmark case study with Rage Against The Machine’s Christmas Number 1 victory over the X-Factor. I’ll go [...]
2010: Make Sense, Or Die
Everyone’s giving their predictions for 2010. Here’s mine: Make Sense Or Die.
There’s too much content, both online and offline, for everyone to cohabit – meaning those that lack clarity will, by the end of 2010, die. Furthermore those who aren’t making sense probably don’t have much money left to continue not making any sense, so [...]
Leadership and Management in Social Media
I’ve been thinking and writing for a little while now about the underlying concepts of Social Media – stuff that I keep on insisting to people are the ‘bigger concepts’ that are regardless of tools, much of which enters the realm of cultural and economic commentary. I started examining the change from an industrial economy [...]
The Problem With ‘The Last Tweet Of 2009′
I’ve been seeing lots of Businesses on Twitter saying “this is our last tweet of 2009″, mostly around December 22/23 – before the office closes for two weeks.
Given that Twitter is more about augmented reality than blogging (it’s even changed in some circles from ‘micro-blogging’ to ‘micro-media’), then isn’t saying “this is our last tweet [...]
