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.
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.
Over the past two years I’ve had exposure to a lot of different approaches to project management, and in my more recent leadership roles I’ve been thinking a lot about how poorly many projects are managed. Much of what seems to fuel the poor approaches to project management I’ve seen is an over zealous adoption of outmoded […]
In 2008, my theater company came to NY from the UK where I was living at the time to perform our show Whisper at PS122. To help my company members get their bearings in NY and to ensure they’d have some good places to eat/experience while in town, I made a map for them. In […]
Whether you are new to Agile methodologies or a seasoned pro, Stacia Viscardi’s new book, The Professional ScrumMaster’s Handbook is an essential reference resource. I had the privilege of undergoing a two-day CSM training with Stacia while I was at Razorfish and was impressed with her approach to teaching and with the methodology itself. I liked […]
I’m in Florida spending a few days with my sisters and, naturally, we are getting adventurous with food and booze. This morning, my sister cut up a pineapple to eat and it tasted like nothing… So I decided the best thing to do was to revive it with booze. Here’s my recipe: Ingredients: one pineapple […]
This week I’ve contributed a blog post to TCG’s Artistic Innovation blog salon, curated by Caridad Svich, as part of the 2013 TCG National Conference: Learn Do Teach. The original blog post is here. I’m really pleased to have been invited to share my thoughts on the ways in which artists might be performing evolutionary […]
Yesterday I finished a really good SCRUM training with Stacia Viscardi that has been stirring something in my brain that has (on the surface) very little to do with Scrum. At one point over the two-day course she asked us what single thing we’d like to change about our working style or workplace. I said […]
Red sauce is the constant of my childhood: I must have seen it made, eaten it, and made it myself hundreds (thousands?) of times growing up. As an adult, I’ve continued to make it often, following my own made up recipe that is a blend of my memory of the traditional sauce I grew up […]
I am instinctively suspicious of restaurants owned by celebrity chefs because I’ve been to some that are real stinkers (hello Michael Cain – UK super chef…I’m talking about you). The more restaurants a chef owns the less likely I imagine it is that they are paying close attention to the fine details. It is one […]