It can be difficult to understand your customer as you scale, the larger the business, the less personal the relationships. Unfortunately, the processes that allow us to scale, replace the human connection for efficiency, and there comes a point where this simple question becomes difficult to answer: “Who is my customer?”
To see how far off you are, you should try and answer three questions:
In a perfect world, who your customer is and who you want your customer to be should be the same. In reality, this is rarely the case and that is a dangerous proposition for long-term success because as growth accelerates those two things can move just as fast in opposing directions. …
Albert Einstein stumbled upon his special theory of relativity by staring at a clock, known as the Zytglogge in Bern, Switzerland on his way home from work in a streetcar.
Describing the story when Albert Einstein found a moment of clarity on his decades-long quest to solve a scientific paradox isn’t the goal, instead, let’s meditate on the space that allowed clarity to present itself.
We’ll explore two hypotheses around the subject that you can test which aim to define what we can do to create the space for innovation, the hypotheses are called voiding and waves.
Each hypothesis is best suited for a particular personality. For example, if you are creative you’ll likely resonate with voiding if you are analytical waves will have a bigger influence on your perspective, skip to either. You can cultivate this in self or group. …
All four are essential, but all things are not made equal.
It is far more critical to focus on relevancy and quality before you even consider timeliness and quantity. It’s called substance, and we’ve got very little of it.
Now, if you are a proponent of agile testing and old school SEO, you’ve probably shut me out but don’t!
Substance seems to be the missing element of the vast majority of content curated digitally. It’s as if we’ve stopped caring about quality and relevancy because digital content production is a low-cost inbound marketing tactic in the digital space; an absolute contrast to that of any print publication striving for the exact opposite and trying to survive. …