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  • AI Risks and Lost Opportunities (Part Two)

    AI Risks and Lost Opportunities (Part Two)

    Four AI Lost Opportunities No brand voice: While it is possible to tweak how ChatGPT writes (“In the style of ____, write…”), this relies on the AI platform to already know what your brand’s voice actually is. And while it is possible to “teach” ChatGPT by feeding in examples of text [More]

  • AI Risks and Lost Opportunities (Part One)

    AI Risks and Lost Opportunities (Part One)

    There are two reasons why a risk assessment for new technologies (like ChatGPT and other AI tools) does not happen: most leaders are not aware of the risks (and lost opportunities), and individuals can use both their work computers and personal devices to access the tool, in the same way [More]

  • If You Don’t Ask, You Don’t Get

    If You Don’t Ask, You Don’t Get

    Two key lessons he learned were directly from the sales playbook, and are ones that we so often forget when we are doing our own business development activities: If you don't ask, you don't get, and small greed succeeds. After his second interview, the company sprang it on him: they'll [More]

  • Fourteen Digital Trust Killers

    Fourteen Digital Trust Killers

    Here are fourteen: Unnecessary web and app trackers: These ostensibly exist to allow better evaluation of marketing effectiveness at the macro level, and user behavior at the micro level. But as privacy — and transparency — are becoming more important with individuals (and regulators), these trackers are quickly being seen [More]

  • Building Disruption Analysis into Strategic Planning: Nine Disruptive Business Models

    Building Disruption Analysis into Strategic Planning: Nine Disruptive Business Models

    While it's impossible to suggest HOW this might be done without a more intimate knowledge of your organization and your industry sector, it IS possible to provide seeds of an idea... or rather nine of them. White Label: Others use your functionality with their brand. Vertical Integration: Encroach on your [More]

  • Derived Personas and Lead Profiles

    Derived Personas and Lead Profiles

    That your personas are accurate? And that you are focussing your efforts (and budget) on the priority personas? Up to a few short years ago, you couldn't. You could guess, you could do some market research, but you couldn't actually know. But today, there is a way to tell. Enter [More]

  • Insight: Dark Patterns

    Insight: Dark Patterns

    Dark patterns rely on a strong understanding of human psychology and online behavior to shuttle people along a path, usually with an unexpected outcome. Two examples come to mind. When one registers a domain name, there is usually a price attached to it, usually about $15. But on the way [More]

  • What Should We Stop Doing?

    What Should We Stop Doing?

    While the answer to these questions can be argued successfully either way, too often we see "more" as always the better answer. After all, who doesn't want more sales, more margin, and more profit? Unfortunately, the challenge of "more" is that it adds... more. More complex recruiting, more training, more [More]

  • Targeting: From Gut to Segmentation to Individual Targeting

    Targeting: From Gut to Segmentation to Individual Targeting

    The answer lies in segmenting, and how your organization has approached it. Consider these three levels of sophistication: Level I -- "Gut" segment strategy: Otherwise known as not having any segments at all, at this level the business may be doing relatively well, but all of its marketing and service [More]

  • Shadow Profiles and Hidden Demographics

    Shadow Profiles and Hidden Demographics

    As should be obvious, both platforms make their money by selling access to their users: you are the product, and they are monetizing you. In the spirit of openness and transparency, they actually DO allow you to get a glimpse of the attributes that they track about you. They also [More]

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