I was thinking about how teams prepare to play each other during March Madness. All of them use scouting reports that outline the unique ways a team likes to play. The reports are fairly basic, but some details can stand out for a coach, such as information that a specific player only likes to go [...]
The ancient Native American saying “Do not judge a person until you’ve walked two moons in their shoes” captures the thinking behind the marketing persona. Crafting personas requires getting into the heads of our audiences. What keeps them up at night? How do they spend their free time? How do they like to be sold [...]
Most of us in marketing communications use terms such as “target markets,” “stakeholders” or “members” to define our audiences. We think we know who they are, but how we connect with audiences has changed significantly in our mobile tech world and we may be struggling to reach them. One problem may be that we haven’t [...]
Image via Wikipedia Is web design is at a crossroads? After reading an article last week in the Washington Post on redesigning Facebook, I began to wonder about this question in new ways as it relates to our technology sensitivities. What makes for good web design? (I won’t veer off on the design in our [...]
