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50 Reasons Why We Cannot Change

One of the biggest hurdles for marketers to clear is getting their organization to accept change. To be success at content marketing means that people need to think differently about their work and how they approach customers and build larger audiences. In every case with every marketer, they always bring up the resistance that they […]


Over-engineering the Customer Experience – ‘Digital’ is not the answer to everything!

I loved this article in Customer Think about how businesses can fall into the trap of over-engineering the customer experience. The author tells the story of how technology, in a couple of instances, actually made the customer experience MORE difficult and problematic rather than easier and/or better. This is not only a lesson we can […]

Online Retailers Should Care More About the Post-Purchase Experience

Online Retailers Should Care More About the Post-Purchase Experience

May 25, 2016 Customers feel love and nurturing slip through their hands from brands once they sign on the bottom line. But people expect more. Retailers are now beginning to see the need to create experiences that go beyond what they sell. This article talks about creating customer experiences around four moments of truth – […]


Not My System

I was on a 12-day road trip to Toronto, London, New York, and Seattle last year. On the first day, my luggage got lost. I talked with half a dozen people at the airline. As we walked through various logical scenarios (at least to me) of how they might get my bag back to me, all […]


Content Is Too Important to Leave to a Content Department

There’s a saying, usually attributed to Hewlett Packard co-founder David Packard, that marketing is too important to leave to the marketing department. This sentiment has caused many marketing practitioners to lament that people throughout the business now have two jobs – their own and marketing. Sometimes it seems that everyone in the company has an […]


86% of CMOs Say Marketing Will Own the Customer Experience by 2020

In the midst of buyer complexity marketers are getting the message that it’s time to change their role in the business. A report from The Economist Intelligence Unit, The Path to 2020: Marketers Seize the Customer Experience, explains exactly how much. The report is based on a global survey of 499 CMOs and senior marketing […]