I am again speaking at Marketing Arena in less than three days. And, as always, I am paired up with a bunch of creative people which lessens my chances of ever making an impression.
So this year (suspense!!) .... I am going with the same recipe: logical deductions from existing data. Which usually gets me in the exact same place as last year - someone from the jury stands up and says, yeah but somebody is already doing this. [Of course, the assumption behind the thinking there is that we will come up with fully genius, completely innovative stuff :D which is always enough to freeze your brain for almost two weeks before the actual event...]
but this year I think I might have something good... and I have also thought of a smart way to present it and am also leveraging the risk of someone saying, yeah been there done that, by actually making it clear that some really smart people are doing that already. It's on using randomness in marketing.
Stay tuned for presentation on the blog but also, you might want to come by because it will be fun :D
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.