Here’s the question. What do you need to know about your client’s business? How much do you need to know? And on the flip side, how much do they need to know about yours?
Archive for the ‘Trends’ Category
Monday, May 8th, 2006
Walk In
- Frankly, even if I felt I knew the client's products, competition, customers, and brand better than they did—and even if I thought they were doing everything back asswards—it would be downright rude act that way at a meeting.
A while back I got a brief filled with proof points that I felt wouldn't hold up under scrutiny. But I gave ...Read more >
- How much do you need to know? Probably more than you know currently. Take the time to get to know the dynamics of your clients business beyond just marketing and you'll develop insights that will add real substance to the work you suggest and present.
Strangely enough the clients with whom I have taken the time to explain how we work, ...Read more >
Saturday, January 7th, 2006
Trendy
What is it about trends that send us all into paroxysms of frantic activity? What’s worse is that the activity is usually of the catch-up variety, because once something has been identified as a trend, the train has already left the station. The best we can do is join the general bandwagon!
Think about it. Read the Wall Street Analyst reports. Check out the business section of your local newspaper or journal. Watch CNN Business. It’s almost frightening that the same people who brought us the “dotbomb” bubble are at it again – predicting, pontificating, forecasting and prophesising – graphing trends and hoping they’re not mere fads whilst ignoring the lowly users and buyers who scratch their heads in wonderment at it all.
Trends are funny things. When and where do they begin and when and where do they end? What makes something a trend versus a fad or a market force versus just the way things are? And if trends are how you make money, how do you get in early enough and out before it all falls off of the cliff?
- %-P hello world!
