Fast Company magazine asked a range of 'leading lights' in the marketing industry for predictions on how the marketing landscape would evolve over the next 5 years. I was a bit disappointed.Read More
I regularly find myself telling clients a simple but very important truth: that they care much, much more about their products than they care about their customers.
And it’s always interesting how clients respond when I spell this out, because it so often comes as a big surprise to them. They haven’t realised that all the care and attention they lavish on products isn’t actually for the good of their customers. It’s just what they enjoy and do best. In other words, they’re product-centric, not customer-centric. Here's one way to tell if you're too product-centric.Read More