In their book Nudge, Richard Thaler and Cass Sunstein explain that people are poor at choosing among options, and can quite easily be ‘nudged’ or pushed gently to make a specific choice. They promote the concept of ‘Libertarian Paternalism’, encouraging leaders to nudge all of us in directions that give us the greatest long-term benefit. […]
Happy New Year! Some thoughts about the art of persuasion in 2019, how British Airways manipulates NPS numbers. Welcome to the 85th edition of my customer strategy newsletter. The five topics this week are: How to motivate people to act in 2019 British Airways color-coding NPS scale (Don’t do this) Latest blog posts Notable items from […]
Some time ago I wrote a short article suggesting that The plural of the word ‘anecdote’ is not ‘science’. My point was that just because a lot of people have their own personal stories about a subject does not make what they are saying true. Take the example of nutrition advice that follows a common […]
Last week’s ‘most-read articles’ list is already way out of date, and an example of bad research from a major company. Welcome to the 83rd edition of my customer strategy newsletter. The five topics this week are: Most-read articles update – Includes one I could not mention last week Don’t measure individuals on NPS – They will […]
So far, the situation analysis has allowed you to dream about what you can do for customers and partners, how you will crush your competitors and how you will lead your industry. This time we move on to the internal realities in your own organization. It’s a tricky subject and can be the hardest of […]
The things I like to write and you like to read, and an example of bad research from a major company. Welcome to the 82nd edition of my customer strategy newsletter. The five topics this week are: Our most-read articles on our site and on LinkedIn What is your favorite color? (How not to do customer research) […]
This time the situation analysis process moves on to relevant trends in your industry and in the external environment. Accurate observations about these areas can give you a competitive advantage, even if you have little influence over the trends. Remember: to get new answers, you have to ask new questions. This is the fourth in a […]
There are two main categories of competitors: traditional and emerging. The emerging category includes companies you do not know about yet, but who may be about to take over your market. There are industries such as steel manufacturing where barriers to entry are high, and you are unlikely to be surprised. There are also low-barrier […]
