When you start with solutions, you’ve got a problem. Einstein once said “If I had only one hour to save the world, I would spend 55 minutes defining the problem, and only five minutes finding the solution.” Imagine that: focusing 92% of our energy on identifying the problem, and 8% on the solution. That’s not […]
Measuring customer engagement.
If it can’t be measured, it can’t be managed. Senior managers in large and small companies alike are looking for ways to measure (and by definition, improve) marketing performance. With the average job span of a Chief Marketing Officer a brief 22 months, there’s little interest in engagement as a state of mind: for engagement […]