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Blog (innovation)

The Nutella Effect

Want Breakthrough Insight?
Change the Way You Think

In the fall of 1997, Dr. Andre Briend was having a perfectly ordinary breakfast at home when his gaze settled,...

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Storytelling: The Secret Weapon of Successful Intrapreneurs

I recently attended the Front End of Innovation 2016 Conference in Boston. There were some very thought provoking and compelling...

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Empathy

Innovation Starts With Empathy

The Heart of Game-Changing Innovation Everyone gets the power and potential of new ideas—but there is precious little research and...

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Sleep

Sleep on It

Songwriting Satisfaction I have a few friends who are songwriters. They spend hours in their homes, studios, coffee shops and...

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FEI: Magic or Models? (Hint: start with WHY)

I thoroughly enjoyed participating in the Front End of Innovation Conference in Boston last month. It was a terrific opportunity to...

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5 Ways to Steal Your Competitors’ Customers in 2014

Think you know what customers want? Think again.

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Brand Building Resolutions for 2014

Brand Building Resolutions for 2014:

  • Spend some quality time with your customers. Look beyond the obvious; strive to understand not only what they’re doing but why they’re doing it.
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New Book Available Today!

Many products and services are at parity on the surface. They are virtually indistinguishable to the buyer. This has profound implications for organizations trying to sell products, services and ideas.

How can YOUR brand stand out above all the others?

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Creating the Magic of a Brand

In the context of a life being lived with all its doubt and certainty, happiness and sadness, it might seem trivial to talk about what part brands play in these engrossing privacies. But we must look there because it's around the doubt and certainty, and within the happiness and sadness, that brand stories must truly reside. And when we think about how we can attract extremely distracted people to our sainted product, we have to think about how it can contribute to their enchanting dramas, how it might find a place within their deeply personal sense of identity, how it can make the journey of their lives easier, better, happier, or somehow more fulfilling.

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The Scarlet “S” of Segmentation

Looking at how brands affect our subconscious thoughts and feelings provide refreshing insights for all marketers who want to better understand what makes you, me, and the rest of the world tick. Not just for profit but for the sheer fun of getting to know ourselves and our customers as human beings. We are not Affluent Singles, or (my favorite horror) DINKS, meaning Double Income No Kids. These kinds of pigeon holes are artificial designations, known as “segmentations,” to make marketing seem easier, but they lump us into amorphous masses that simply do not align with the way we think of ourselves, our families, or friends and neighbors.

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