They’re deeply and hopelessly in love with their own marketing, their own products, their own brand values, their own policies, their own language, their own ideas and their own technology.
What’s important about this infatuation is, it creates an interesting opportunity for us, the outsiders, the objective observers, the arbiters of unconventional wisdom, to deliver a heroic dose of customer centric perspective by finding something the client would never think look for.
Personally, I gain the most insight by reading amateur online reviews, browsing sarcastic social media hashtags, searching for video parodies, looking at patterns in customer photo streams, poking around for controversy attached to the industry and googling the client’s brand with emotional words attached to the search phrase.
By tapping into these ordinary conversations and normal discourses people are having in their daily world, we see things the client can’t.
Because we don’t follow the money, we follow the feelings.
Feelings aren’t facts, but they do leave fingerprints. And when we listen loudly enough, we tend to pick up on the little things that can change everything.
Find the path that’s already been laid out for you and start walking.
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Did you hear that I’m working at POKE New York? We’re an innovation and design studio. We solve interesting problems through unconventional wisdom, relentless collaboration and outright invention. And I’m working in the creative strategy department.
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Don’t give up,
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