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Marketing

3 Things We Should Never Forget

The Story of Telling blog writes about the distinction between a customers' wants and needs: "Our hunger is satisfied when we eat the meal we ordered, but we enjoy the food more when the service exceeds our expectations. ... It’s possible to meet needs and wants in every interaction." Jim wrote about making people want what we sell (a ticket to a show or event) in We’re Selling a Drug. The Recreational Kind: "What we sell is more like wine. So how...

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Marketing

Want to Impress Me? Predict the Future, Not the Past

Niels Bohr was quoted in 1970 as saying, “Prediction is very difficult, especially about the future.” So it is, but, of course, only predictions about the future have any value. I appreciate the effort that goes into developing an algorithm to predict the success of something like a Broadway show, but this attempt shouldn’t be the basis for changing your marketing plans. Why not? If you’re looking back at results, you can always make a model that appears to have predicted reality. Start...

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