• Analytics,  Consumer behavior,  Marketing

    Why we can’t believe every single thing Simon says

    Simon Sinek’s viral TED talk, “Start with the Why” is, at first glance, very impressive. In ten minutes, he offers a very simplistic answer to a complex question which marketers have wrestled with for decades – why do consumers behave the way they do? Throughout the video, Sinek repeatedly insists that “People don’t buy what you do, they buy why you do it.” He asserts the reason is biological, and that different parts of our brains take over when making decisions, and that we tend to go with our gut reactions when deciding on a purchase. There are several problems with this theory.

  • Consumer behavior,  Marketing

    Has the flywheel replaced the funnel?

    During her talk at the Digital Branding Analytics Miami 2019 Conference (#DBAMiami), on May 11, 2019, Kathy Mayor spoke about the concept of the marketing flywheel. She elaborated on how BoxyCharm capitalizes on this notion in the relationship between its brands, influencers, and subscribers. Much like the mechanical flywheels used in ancient potter’s wheels and in the steam engines of the Industrial Revolution, the marketing flywheel uses rotational energy to increase efficiency. The flywheel also has to be self-perpetuating.

  • Marketing

    At the core of every effective leader is…

    The mark of a great leader is the ability to take charge and get things done. Conversely, a difficult part of leadership is letting go of the reigns and delegating responsibilities to those entrusted to your charge. Harder yet is then giving those people feedback and guiding them on what they did right and where there is room for them to grow. In short, leadership isn’t for those with sensitive stomachs or timid hearts.


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