Marketing Won't Save You. Your Consumers Will.

No amount of trend research will help if findings are not integrated much earlier in the strategy process.

What so many organizations get wrong about marketing today is that they treat foresight, cultural intelligence and social listening as downstream efforts.

Too often, every single day, we attempt to map already finalized products to a mismatched ... See more

No amount of trend research will help if findings are not integrated much earlier in the strategy process.

What so many organizations get wrong about marketing today is that they treat foresight, cultural intelligence and social listening as downstream efforts.

Too often, every single day, we attempt to map already finalized products to a mismatched ... See more

Listen deeply to what people have to say about your brand and your product. The answer key is already in front of us. This is not new, but it is becoming more and more important, and rarely is it being implemented at the right moments, (again, during R&D vs. post-campaign analysis.)

How do we do this? I’ve dubbed it “Layering & Triangulating... See more

Instead, such cultural intelligence should be

leading

R&D, innovation and executive strategy.

We’re spending millions

too late

.

We’ve reversed the figure and the ground: We’re spending more time, energy and money on the attempted harmonization of an offering and culture, than we are ensuring whatever’s being produced is

even desired

and produc... See more