Four Terms of Endearment

Having worked in media and digital since the mid 90s – first in video post production, then video game producing, business analysis for websites, and more latterly as a project and program manager – I’ve seen the invention of countless processes and terms and missions and core beliefs and strategies that have been proclaimed THE MOST IMPORTANT THING EVER. I’ve been thinking lately about four of these, which are a bit all over the map in terms of type, and wondering about why they are misused or misunderstood so often. In an effort to see where my understanding sits with others, I’ve composed a short list of observations about terms that I encounter frequently. There are only four in this list, but there are many more that I’ll be thinking about in the weeks to come.

Calm over the horizon

Many years ago, I worked for my parents who own a video production company. Because it is a family business, you inevitably end up wearing many hats and being the czar of many different jobs. I mainly managed projects and worked as a video editor. On production, there were times that I was called on to work as an audio tech and was made to wear headphones on long production days. In those days, having a really good set of headphones that picked up every nuance of sound was essential to making sure the client got what they needed.

Part Two: The caring economy

along the consumer decision journey popularized by McKinsey, I think there are a number of opportunities to take advantage of both integral and incidental emotion – as consumers consider their options they may experience a range of feelings from being overwhelmed or uninformed during the awareness and consideration phases, to feelings of pride and regret post purchase, or they may just be transferring emotions from one situation to another. Smart businesses will protect against incidental emotion by building in transition moments, or transformative emotional experiences into their brand strategy and will take advantage of integral emotion by recognizing the emotions consumers experience when they decide to make a purchase.

The caring economy: why emotion should be at the heart of your business strategy

Despite the wisdom of marketers, emotion has not become a key aspect of the business strategy or organizational structure of very many brands. Product development and the priorities of big businesses across a spectrum of sectors (from financial services, to retail, to healthcare, to technology products and services) are all missing the importance of putting emotion at the center how they run their business (with a few notable exceptions like Virgin and Apple). This is counter-intuitive. Just think about it: most of the decisions we make, whether they are a purchase decision or an investment decision or healthcare decision, are emotional decisions.