Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole. Where something is hyped, and an overpromised outcome is touted. That something, underdelivered, can be a product, service, performance, technology, or program. The tolerance level for accepting underdelivered outcomes has been getting lower. In buyer insights research interviews during the […]
In 2014, then-President Barack Obama gave a speech on the importance of building infrastructure for future virus-borne pandemics. His predecessor, President George W. Bush, delivered similar speeches as they related to HIV and SARS viruses. The following two successive administrations each were and are plagued with the inability to get infrastructure planning right. As a
Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change. What is different today versus the earlier 2000s is the pace of change is
The sell-side of the seller-buyer equation has been flipped upside down. Transitions to virtual selling are happening at a rapid pace. Plans for complete digital sales transformation are accelerated. Marketing is producing new forms of digital content at 5 to 10 times the volume they did pre-pandemic. All of these efforts designed to reach and
The new year is almost one-month-old. In less than three weeks, the country has experienced a time like no other. Where the degree of uncertainty about our future has intensified. The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty. Such a turn of events has an impact.
Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil. A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety. To ignore these in a business
The prevalent uncertainty of the COVID-19 pandemic in 2020 will remain and be a part of 2021. There is no getting around it. The inevitable surge of the winter months into spring of 2021 will make sure of that. While vaccines offer a pathway to an increase in business activity beyond the computer screen, it
The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life. We are feeling pandemic fatigue from vigilant following of guidelines. Business professionals are burning out from Zoom meeting fatigue. Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours. Single mothers and
Compress. A word that has often been used in business. Compressed files. Compression thinking. To compress and flatten organizational structures. A myriad of uses meant to communicate reduction. It is an adequate word to use when thinking about important takeaways from 2020. A year in which a decade’s worth of future buyer trends was compressed
In sports, confidence is often mentioned as one of the key ingredients to winning. I saw this firsthand with my daughter and her competitive experience in gymnastics. She attended the same gym as Amy Chow, the U.S. Olympic Gold and Silver Medal winner in the 1996 Olympics. And a team member of the 2000 Olympics.