Ride the 80/20 Innovation Cycle

Have you built innovation into your brand model? It starts with building in a little fun. Consider how one of history’s greatest creative thinkers inspired innovation.

During a lull in film production, Walt Disney would often become worried about how …

Think Small

After the tectonic changes have already taken place in Customer Relationship Marketing, we need to assess the best way to build our teams to address this change. As our predecessors have shown, bigger isn’t always best. 

Thomas Edison’s “Muckers” of …

Inventors Have the Faith of a Child

Adults make plans. They lean on their experience to repeat patterns of the past. Children have no such patterns to cloud innovative thinking. Innovation is a way of life for a child. They have no routine. No patterns. No proven …

First Mover Advantage: Be a Submarine

One U.S. submariner posted the following account: “No matter the surface conditions, it’s typically very calm while submerged.” These great ships are out there patrolling the entire ocean, but no one is the wiser. Under the surface, new technology is …

Don’t Let Big Data Make You A Big Dummy

Does big data make your brand look fat?

Every brand is currently focused on building customer loyalty networks. It’s all based on the classic business idiom: “Your best new business is your current customer.” It’s true. Gartner Group research can …

Master the Art of Recovery

As online participation provides increased levels of consumer feedback, angry consumers are participating in your story as well. That’s why we are entering a new era of corporate listening. We have all purchased our license to social listening tools such …

Invest in Mental Real Estate

In advertising, the objective of storytelling is to cement a mental picture of your brand in the consumer brain. We use words like “awareness,” “relevance” and “preference” to describe the degree of cognitive impact we’ve made on our consumers. This …

The Best Stories Are Not Told, They Are Made

As people move from advertising observers to brand participants, they transform from consumers of our message to co-creators of our message. This means advertisers must shift their focus from storytelling to storymaking.

Storymaking is about creating tangible value. Leading-edge CEOs …

The Triune Brain of Consumerism

Our job as storytellers is not only to entertain, but to change thought patterns in the human brain. We employ various tools to create cognitive dissonance, forcing disinterested consumers to pay attention and engage. Moving the consumer brain from disinterest …