Musings, inklings, hills that I will die on.... All muddled up, all written for you to explore and meander through.
Nothing here is a framework. It’s all a bit of “huh, I wonder what’s going on there”.
Pick a vein
Marketing is often just where the problem shows up.
The description of the audience gets mistaken for an understanding of the audience.
What becomes more valuable when intelligence itself becomes abundant?
What is actually going on underneath the problem you can see?
You don't actually get to decide what your brand means.
There is a skill in noticing before judging.
The danger is when we stop knowing which things are facts and which are assumptions.
Not despite their age. Because they have lived enough life to know some things.
Numbers show you where something is happening. Humans help you understand what's underneath it.
The question you ask determines the world of answers available to you.
Meaning affects behaviour.
Customers don't live in categories.
People are contradictory. The gap is where the opportunity is.
What assumptions is the consensus built on?
A pregnancy test tells you whether hCG has been detected. Technically.
Knowledge has a shelf life.
The tap of possibility never turns off.
Traditional segmentation separates people. I'm interested in what connects them.
We get so focused on unmet needs that we overlook unmet truths.
I want research to have the possibility of ruining my favourite idea.
Businesses have departments. Customers don't.
Somebody has to notice the smoke before everyone starts measuring the fire.
I'd start with relevance and work backwards to age.
Speed is valuable when you're going somewhere useful. Otherwise you're just getting lost faster.
There's a difference between asking customers for the answer and understanding them well enough to see one.
The centre is normally well documented. The edges are messier.
Failure makes you ask questions. Success makes you create answers.
Perhaps the next premium isn't access to more intelligence. Perhaps it's access to more humanity.
You don't need to know everything. You need to know what matters enough to find out.
Sometimes getting outside the business needs to be literal.