Buyer Personas: An Interview with Jim Kraus, President, Buyer Persona Institute
By Stephen Shaw Jim Kraus is President of the Buyer Persona Institute and the co-author of the book “Buyer Personas”. You may have seen them displayed on large wall posters in your building hallways and common areas. Maybe you were given laminated one-page summaries of them. Or possibly been handed …
Cultural Intelligence: An Interview with Anastasia Karklina Gabriel, Senior Insights Lead at Reddit and Cultural Theorist
By Stephen Shaw When Apple suddenly incurs the wrath of the public for a cultural gaffe, it is clear times have changed. The offense was committed earlier this year when Apple released a 10-minute video titled “Out of Office”, the latest installment in a lighthearted promotional series called “The Underdogs”, …
Customer Equity: An Interview with Allison Hartsoe, AI Value Creation Consultant and Author
Allison Hartsoe is a leading expert on customer-centricity and the author of “The Age of Customer Equity: Data-driven Strategies to Build a Sustainable Company”. By Stephen Shaw The story is a familiar one, played out year after year, decade after decade. Under pressure by investors to drive up earnings, companies …
Transforming the Customer Experience: An Interview with Jon Picoult, Founder and Principal, Watermark Consulting
Jon Picoult is a renowned expert on customer experience and the author of “From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans”. By Stephen Shaw You would think by now that just about every company would have accepted the necessity to deliver an exceptional customer …
Andrew Jenkins is a leading expert on social media marketing and the author of “Social Media Marketing for Business”
INTERVIEW: Andrew Jenkins, social media expert By Stephen Shaw We are nearly two decades now into the social media era – time enough to assess its net impact on society at large. The harms of social media are well known. The social divisiveness. The rampant spread of misinformation – of …
Brand Health: An Interview with Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute
Jenni Romaniuk is a lead researcher at the world-famous Ehrenberg-Bass Institute and the author of “Better Brand Health”. By Stephen Shaw Why do people make the buying choices they do? That simple question has preoccupied marketing researchers for more than half a century now. They’ve sought to understand what goes …
Content Marketing Strategy: An Interview with Robert Rose, Founder, The Content Advisory
Robert Rose is one of the early evangelists of content marketing and the author of “Content Marketing Strategy” By Stephen Shaw When you stop to consider the numbers, it must be very hard these days for any content creator or producer not to be completely cowed by the odds of …
Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University
Koen Pauwels is one of the foremost marketing scientists in the world and the author of “It’s Not the Size of the Data, It’s How you Use it”. By Stephen Shaw If you can make one broad generalisation about marketers it is that they probably hated math and science in …
Marketing Transformation: An Interview with Brent Chaters, Managing Director, Accenture
Brent Chaters leads the Marketing Transformation practice at Accenture Canada and is a noted expert and celebrated speaker on search marketing. By Stephen Shaw Any way you look at it, these are troubling times if you’re in marketing. You’ve got AI coming full speed at you, maybe about to …
Values-Based Segmentation: An Interview with David Allison, CEO, Valuegraphics
By Stephen Shaw The legendary Harvard marketing professor Ted Levitt once wrote that, “If you’re not thinking segments, you’re not thinking”. He added, “To think segments means to think beyond what’s obviously out there to see.” Levitt felt that segmentation was crucial because it sparked insight into how customers differ …