Disruption Is Less About Technology. It’s About Customer Experience. Disruptive CX Strategy Needs To Get Emotional.

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Why do some companies make so much profit and command price premiums while some continually  struggle to make minimum margin and gain market share despite spending good money on advertising, buying channel presence with some even having a better designed product?

The secret is very simple. Though these different high performance companies operate in very different industries and face different challenges, the major reason for their success comes down to one thing. They understand it is all about the customer experience. And they don’t even have to do it for everyone. At least not initially.

They are putting their customers at the center of their universe; they also understand that not every company can do that (including their competitors who are many times bigger and with…
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Eight Most Common Marketing Mistakes That You Should Avoid Making.

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Every one is an expert in marketing these days. And with social media, everyone is an ad critic. Not entirely a bad thing, but as marketers you need know how to filter the noise. People need to understand the difference between STRATEGIC MARKETING, MARKETING COMMUNICATIONS and CHANNEL MARKETING. These are three very different things. The first one is strategic and is tightly linked to business strategy and decisions are made based on what and how to invest, the second one is about advertising (there is no social only advertising or no advertising only social..either way that's where we're going) and the third is about activations and promotions in the field.

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I am…
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Action Cam King GoPro Is Turning Our Life Into A Movie. HTC and Others Also See The Opportunity.

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When I was at a GoPro event earlier this year I saw how the crowd reacted to it and it is more than a product, it is now a movement. The little mountable camera is a brilliant example of how innovation can shape the industry structure of digital imaging and created a new path of growth under the radar screen of all big players from Canon, Nikon, Sony, Lumix and others for cameras and the Logitech, Microsoft, HP and others for video cam.

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This little wearable camera company did an amazing job (now a US$10 Billion market cap company) invented a completely…
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Many Made The Mistake Of Taking the Brand Out Of The Innovation Equation On The Fuzzy Front-End. Are You One Of Them?

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Companies make many mistakes in their innovation journeys and often they go down the same path again and again and wonder why that is the case. The four main reasons among many are:

1/ They think it is all about creativity and coming up with more ideas.

Coming up with ideas is easy. Coming with good ideas is not difficult. Coming up with more ideas is not helpful. It is the quality of ideas and once ideas are being exhausted, it is time to perform the more difficult job of sensemaking and mapping. This is where most people fail and have no ideas of what and how to do next. They lack a framework…
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Some Celebrate Failure. Some Even Romaniticize Failure. The Best Strategy Is To Avoid It!

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The new M/I/S/C Bounce Back issue is out in newstand.This issue is packed with great articles about how companies should deal with adversity. It is one of the best issues ever.

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For the last few years, magazines have made failure romantic, and start-ups love their failure stories. It’s true, there are some great stories out there: at the top of the list is Steve Jobs who was…
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I Am Not A Gadget! Or Am I Becoming One? How Close Are We From A Full Blown Computional Culture?

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Sometimes I feel like I am a gadget. We all performing
various specialist and general tasks everyday and somehow you feel each of
these tasks are not related. And the worst part of our job is to perform
something that is so tedius and doesn’t really require any creativity, analytic
and imagination. And you wonder why this work cannot be done by a gadget. Or if
I am doing the job, does it mean I am a gadget?

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There are over 600,000+ personal pocket gadgets out there for
whatever purposes and over 700,000 apps for iPhone…
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The Economics of Co-Creation. Can What Happened To Microbrewery Happens To The Auto Industry?

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A lot of talk and interest around the concept of co-creation. It is no question that this is going to have asting implications of how products and experiences are designed, developed and marketed. In 3-5 years, customer co-creation will be the part the norm of everyday business. Much like early days of ecommerce when people struggled with the legal, technical, operational issues. Slowly these issues will work their way out and we would look back and say “that’s simple…. makes perfect sese.”

What’s a great example of co-creation? Let’s first try to define it here as sometimes people refers it to anything from idea crowd-sourcing to technical expert groups to simple product/service/marketing customization. One good example of real co-creation is a company called Loco Motor.

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Experience Design Innovation Can Use Nostalgic Clues To Create Emotive Connections. Don’t Under Estimate The Power Of Nostalgia.

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As technology pushes forward and sometimes it is easy for us to forget about the past. I think marketers and product designers could benefit more from looking to the past. I am not ready to claim that many of the classic design whether it is product or interfaces will stand the test of being both functional and timeless, but I can comfortably say that many brands/ products /interfaces carry a lot of sentimental value for many people. And many of these deign will not only survive this lifetime and well into the next generation. 

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We Have Proved Once Again That Brand Marketing Can Drive Social Change, Further Customer Engagment And Build Brands. And Won A Gold Award For Best Financial Service Marketing.

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Aviva Canada just announced winners to Aviva Community Fund with half a million dollars payout to programs across the country. This is the second year of a very successful campaign created to use brand to drive social change. The Aviva Community Fund, a unique competition designed to lead, empower and support positive change in communities across the country, was first launched in 09 when we presented the idea to the client.

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The idea is an open source idea platform for people to submit and decide how to use the money to drive real social change and provide positive impact…
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Powerful And Affordable Real Time Data Mining, Visualization And Interactions Are Powering Up A New Culture Act – And Enabling “Infovation”.

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Just landed in Rhode Island and spendin the next 2 days in Providence, long working sessions ahead, expect to some productive knowledge exchange. The topic will be around where arts meets science, design meets technology.

We talk about how information changes our life and how it affect the way we make decisions both as individual and as a team or society, I think we are still unaware of the true power of change information visualization can have and the impact when applied in an interactive and social mobile settings.

Imagine a scenario everytime a politician suggests an idea and you can see realtime information in simple graphics visual data to confirm his/her coment or when a company makes a statment you can see how other respond with…
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