decision making
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Six Months Away, Forever
Read more: Six Months Away, ForeverSomebody has been selling the future for as long as most of us have been working. The internet, then mobile, then social, then data, then digital transformation with a bigger budget behind it. Every wave carried real technology, and every wave carried a story much larger than the technology, and…
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Four Lines and a Date
Read more: Four Lines and a DateEverything a research agency knows about what you are trying to decide comes from one page. They were not in the meeting where it came up. What has to go on that page, and what to do when the budget, the deadline and everyone who had to approve it are…
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The Marketing Acid Test
Read more: The Marketing Acid TestMost marketing decisions that disappoint are clarity failures, not execution failures. They happen upstream, before the brief was written, before the budget was approved. Three questions, asked in order, every time, that’s where the clarity either gets built or gets lost.
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You Don’t Know Your Customer
Read more: You Don’t Know Your CustomerMost customer research captures what people intend to do. Most purchase decisions are made by someone in a completely different state of mind. Preference is just one layer. To get closer to the real decision, the one made under pressure, in a hurry, with incomplete information, you need to peel…
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The Product Decision Nobody Wants to Make
Read more: The Product Decision Nobody Wants to MakeThe email arrives on a Tuesday morning. A competitor has just announced a new feature. Someone forwards it to the group chat. Within the hour, someone asks: “are we building this?” And just like that, someone else’s product decision becomes yours.