[8 minute read + 0.5 minute video + 2 minute video]
This is part 1 of a 3 part series on how to use emotional needs to cut through. This part introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the first two needs (certainty and unusual). The examples are interesting because they resolve normally incompatible conflicting needs.
[9 minute read 4 minute video ]
You might be surprised to learn why some people don’t trust you, even though you are trustworthy. This article explains how the four personality types build trust in different ways. It also explains why sometimes when act naturally it actually sets off the alarm bells for the other person.
[7 minute read]
Trust is more important than ever. How we engage with our customers has changed since COVID. Online trust is a fundamental building block for ensuring revenue in your business. This article provides you with a tick list to make sure you are covering off all of the online trust-building bases, plus takes you through how Starbucks engaged with their customers and increased revenue by 22%.
[10 minute read + 3 minute video + 1 minute video]
This article compares two products designed to help us change our habits. The Pavlok uses Aversion Therapy and Woebot is based on Cognitive Behavioural Therapy (CBT). The underlying difference in the design and marketing of the two comes down to the kind of motivation framing involved. Move away motivation is common. Move towards motivation turns out to work better in the longer term.
[7 minute read]
Two technology trends are in the process of upending a century’s long relationship with cars: “Uberfication” and Automation. The rational and emotional bases for car ownership and usage are being rewritten, and the landscape for traditional car brands changed in unprecedented ways.
[4 minute read + 18 minute video]
‘Why do we make the choices we take?’ ‘What is really going on inside our heads?’ One of the most challenging problems in marketing, customer strategy and CX is working out what people really want. Henry Ford was famously quoted as saying “If I had asked my customers what they wanted they would have said a faster horse”. Ford may not have actually said quite that, but there are real limitations with asking customers questions like what they intend to buy or why they actually purchased something. This article presents information about how the three different parts of our brain combine to motivate us to act. Understanding the three levels is critical for anyone involved with customers.
[5 minute read + 21 minute video]
‘What does it take to cut through with customer experience?’ ‘Is there a sweet spot?’ If you work in customer strategy you have probably faced the risk | reward conflict related to innovation. This article highlights how to define the sweet spot for for remarkable CX.
[5 minute read + 40 minute video]
BOOK REVIEW: So Good They Can’t Ignore You by Cal Newport
‘Am I fulfilling my passion?’ ‘Am I doing what I really love?’ Most of us have asked ourselves this question at one point or another. I had been ruminating over my role in the businesses I was involved with: are they my 'passion'?
