Rishad—I would push brand further. The participation we seek from ‘consumers’ turns brand into a stage for relationship more than experience. A shared purpose opens the room for co-creating value. Experience is not enough.
Love this. Wish every CMO or company leader had a version of this by their laptop. I think the content section is especially useful. There's a relentless push for more efficiency overall, and too many brand builders forget to consider effectiveness of their content, too. That is, it's got to be good, not just efficient.
Could you expand on the need for enterprises to be “schizophrenic”? I take from this piece that it’s about being willing to have a collective beginner’s mind, but I’m not sure I grasped it.
Rishad—I would push brand further. The participation we seek from ‘consumers’ turns brand into a stage for relationship more than experience. A shared purpose opens the room for co-creating value. Experience is not enough.
Poetry!
Love this. Wish every CMO or company leader had a version of this by their laptop. I think the content section is especially useful. There's a relentless push for more efficiency overall, and too many brand builders forget to consider effectiveness of their content, too. That is, it's got to be good, not just efficient.
Move away from the ugly term - consumers.
Always insightful Rishad
Thanks Rishad. To be shared with my Curiosity for Strategists class
A very useful guide. Thanks, Rishad.
Could you expand on the need for enterprises to be “schizophrenic”? I take from this piece that it’s about being willing to have a collective beginner’s mind, but I’m not sure I grasped it.
Outstanding context setting, insight and direction. A must read. Iain Jacob
Thanks Rashad. I will be sharing with my university marketing students. It should drive a great in-class discussion.