Payal Kadakia

There’s a behavioral design professor at Stanford, BJ Fogg, who has developed a model that says for any behavior in the world to occur, you need three things to happen at the same time: motivation, ability and a trigger. Motivation can play off of many things, like pleasure or pain, hope or fear. Ability refers to how easy it is to execute the behavior. And … [ Read more ]


Selling begins when the prospect says “no.”

Carl F. Mela, Christine Moorman

Companies should do two things to harness the power of analytics in their marketing functions. First, rather than create data and then decide what to do with it, firms should decide what to do first, and then which data they need to do it. This means better integrating marketing and IT, and developing systems around the information needs of the senior management team instead of … [ Read more ]

Brian Fielkow

Teamwork is supposed to be about the efficient allocation of resources. And it’s no secret that teams can be bureaucratic, frustrating, and costly. So it is the leader’s job to figure out when it’s appropriate to deploy more than one employee to a task. After all, if an assignment can be efficiently completed by an individual, then creating a team to take it on is … [ Read more ]

Juan Luis Suárez

Consumers have two dimensions. On the one hand, there is the individual that produces and consumes information, and on the other, there is the community member who shares information and whose behavior responds to a flock dynamic. Organize your business processes simultaneously for these two levels of granularity — individuals and groups/communities whose interactions bring about changes in behavior.

David C. Edelman

When the funnel metaphor reigned, communication was one-way, and every interaction with consumers had a variable media cost that typically outweighed creative’s fixed costs. Management focused on “working media spend”—the portion of a marketing budget devoted to what are today known as paid media.

This no longer makes sense. Now marketers must also consider owned media (that is, the channels a brand controls, such as websites) … [ Read more ]

Josh Reeves

Every branding process will automatically have two parts: The internal, employee-facing component, and the external, public or customer-facing component. Both need to be taken into account throughout planning and execution. They are two sides of the same coin, and while they require different approaches, they’ll intimately impact one another’s success — and it’s a delicate balance.

Shelly Palmer

We’ve found that few enterprises fully recognize the value of data, data governance, and data hygiene. Data is cash, and it should be treated like cash. You need a data P&L.

There are really three kinds of data. First-party data is your own company’s asset, which you are directly responsible for collecting. It may be from cookies, email subscriptions, orders, or sales receipts. Or it may … [ Read more ]

Shelly Palmer

There’s a very strong confirmation bias for all content today, regardless of whether it’s entertainment, news, or just information. It will grow even stronger as technology improves. As content distributors, we are fighting the hardest fight ever: getting through the personal filters of people who have opted into their own world view. Many have no interest in getting out of it. […] The free and … [ Read more ]

Erin Reilly

We all start out as audience members. But sometimes, when the combination of factors aligns in just the right way, we become engaged as fans. For businesses, the key to building this engagement and solidifying the relationship is understanding the different types of fan motivations in different contexts, and learning how to turn the data gathered about them into actionable insights. […] Although traditional demographics … [ Read more ]

Namit Kapoor, Lavanya Manohar

Sales leaders need to consider two critical but often overlooked factors when assessing their current and future customers: need and behavior. When combined with value, these indicators will reveal the customers whose strategic direction and operating model come together in a way that could make them huge sources of revenue. Sales teams should then tailor their deployment strategies toward these customers.

Leslie Ziegler

To a large extent, brand is built on consistently setting and meeting a defined set of expectations. Make sure everyone on your team is setting and meeting the same ones. And make it easy for them to be successful, by providing the right assets and guidelines a simple cut and paste away.

Sunil Gupta

Do likes lead to loyal consumers or do loyal consumers tend to like a brand on Facebook? Do these likes lead to anything? What we found with our research was that likes lead to nothing.

Jason Cohen

These are the components of the correct alternative to the MVP [minimum viable product]: Simple, Lovable and Complete (SLC). A SLC product does not require ongoing development in order to add value. It’s possible that v1 should evolve for years into a v4, but you also have the option of not investing further in the product, yet it still adds value. An MVP that never … [ Read more ]

Gina Gotthilf

The simplest way to implement an idea effectively may not be the simplest way to implement that idea. “Minimum” comes first in “MVP,” but “viable” is at its core.

Robert B. Miller, Stephen E. Heiman

Anytime you’re asking someone to buy something, you’re asking them to make a change.

Danielle Sacks

Real-time marketing is another gun in the corporate arsenal, and like all the others, it’s damn hard to tell if it ever hits the mark.

Robert McKee

… what attracts human attention is change. […] if the temperature around you changes, if the phone rings — that gets your attention. The way in which a story begins is a starting event that creates a moment of change.

Myk Pono

Not including ‘activated user’ and ‘active customer’ stages is one of the most common mistakes companies make when designing a customer lifecycle. Tracking activation rate helps you improve product onboarding and first experience; while tracking DAU [daily active usage] rate helps you track consistency of value delivering to your customers.

Myk Pono

It’s important to remember that content is a key weapon in the company’s arsenal when it comes to attracting, engaging, converting, and retaining customers. Content is used to educate prospects about their challenges, possible solutions, and how your product solves them. It’s also used to show how your solution is different from your competitor’s. Once customers signs up, it’s important to use content to quickly … [ Read more ]