For all the real-time tracking, daily analytics and other data that we have at our disposal, there is one dimension that we need to keep in mind more than ever. In the context of these “short-term” examples, this other dimension can be referred to as “long-term” memory.
As they say, there is “nothing new under the sun.” We run into issues when we individually or collectively believe this to be untrue, as it leads us to present so-called new ideas or concepts when they simply aren’t unique or innovative. This could be either within an organization, or in society as a whole. It is our responsibility as strategists and marketers to cut through the superficial layers of style and determine what substantive trends are driving our work and our industry.
Take a technology example:
I suppose this started with the idea of a “guest book” on a website back in the early 90s. Remember message boards? You might also know them as “forums.” A few years later a revolutionary new technology was created called “weblogs” or now “blogs” as we commonly refer to them. Then came things like Twitter and Tumblr, which were treated as revolutionary new ideas. In reality, these are all... Read more
Tagged 'marketing' 
Why we need better memories if we're going to truly innovate
Organizational Readiness for Analytics Practitioners (Part 2 of 5): The Importance of the Organizational Quadrants
In my first post in this series, I discussed traditional and next generation views of organizational capabilities as they relate to analytics practitioners. In this post, I would like to take a step back and think about the implications of these characteristics’ values. But first, I will take you on a little detour….
Ever heard of the Motivation / Hygiene Theory, otherwise known as the Two-Factor Theory? You might think that the opposite of job dissatisfaction is job satisfaction, but American psychologist Frederick Herzberg would disagree. In the 1950s and 1960s, he put forth the idea – which he dubbed the Two-Factor Theory – that the things that make people dissatisfied with their job are entirely different than those that make them satisfied. How is that possible? Aren’t dissatisfaction and satisfaction measures on the same continuum? Well, therein lies the problem – they actually aren’t. At least Herzberg didn’t think so.
As the preface to a Herzberg article in the Harvard Business Review explains, “Ask workers what makes them unhappy at work, and you’ll hear about an annoying boss, a low salary, an uncomfortable workspace, or stupid rules.” What makes people happy and motivated then? According to the same piece, “interesting work, challenge, and increasing... Read more
Content Overload
It seems that the fat part of the curve is upon us as the corporate world realizes that savvy consumers of all stripes just don’t buy the old advertising game. The new bargain is, if you give me valuable content of some sort, I’ll maybe think better of your company. Seems a bit tenuous, but I’ll vouch that it works, or used to.
