Posts Tagged ‘marketing mistakes’

The Trouble with Fact-based Innovation

Monday, March 14th, 2011

Here’s a fact for you: my most successful new product, out of well over a hundred that I’ve launched, had the worst qualitative and quantitative test results of anything I ever encountered. People hated it. Then it sold a quarter of a billion dollars in its first year. My second most successful new product, which won awards on three continents and became a 70-year-old company’s biggest new product ever, was similarly panned in early testing. Is there a pattern here?

The trouble with most innovation methodologies and processes is that they look for “facts” to guide decisions. Read the rest of this entry »

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Numbers or Impact? What Old Spice Teaches Us

Wednesday, August 25th, 2010

Last week, Dan Zarrella of HubSpot presented a webinar called The Science of Presentations with slides drawn from an ebook that was subtitled How to Give Contagious Talks. Therein lies the problem. Is “contagious” a useful measure of a presentation’s success? Is a successful presentation one that generates many live tweets with the appropriate hash tag?

Whatever happened to meaningful content? What if the primary purpose of the presentation is to influence a single decision maker, or a small group? When did the science of presentations become limited to viral?

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The Power of Positive Customer Service

Tuesday, August 3rd, 2010

On a recent trip I experienced the best and worst of customer service. The impact of each was huge, yet the gap between the two was small and easily closed. So why doesn’t every company  choose to provide the best?

I’ll name names. Read the rest of this entry »

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