In this article from B&T Mykel Dixon puts his case forward of why creativity has never been more important in business.

A New Demand For Creativity

Last year, LinkedIn scraped the data from over 20+ million job listings posted on their site. Creativity came in as the number one soft skill employers will look for in the next decade.

From Soft Skill To Hard Returns

In 2016, Adobe found that creative companies enjoy 1.5 times the market share. And the brands that put creativity (otherwise known as DESIGN THINKING) at the heart of their strategy outperformed the S&P Index by 219 per cent over 10 years.

McKinsey developed a ‘Creativity Index’ whereby they measured the creative capability of a company. Companies that score high on their index outperform their competitors in two key metrics:

  1. an appetite and aptitude for innovation (growth)
  2. shareholder return (profit).

It seems we’ve finally found a way to measure the ROI of our imagination and the best part is, it’s not limited to shareholders.

Company Stock To Your Back Pocket

As part of their global benchmark study, called ‘State of Create’, Adobe found that respondents who identify as ‘someone who creates for a living’ enjoyed 17 per cent higher household income than non-creators. This was backed up by the Foundation for Young Australians in their ‘The New Basics’ report. Over three years, they looked at the data of over 4.2 million job listings and found that any job that listed creativity as an attribute had an average annual salary boost of $3129 pa.

Take a minute now to update your LinkedIn profile. Put ‘creative’ in it. Go on, you deserve some of that extra cash. Humour aside, the affect creativity has on the bottom line, of both a company and an individual, and the urgency with which both entities should be making it a priority are obvious. So why aren’t we hearing more about it?

Set Fire To Outdated Stereotypes

Too fluffy and inconsequential for the boardroom. Missing the credibility most leaders look for in a mindset or skillset to make tough, strategic decisions. Better left to artists, kids, or those wacky types in colourful shirts in the marketing team.

But as the world continues to throw more ‘unprecedented events’ our way (and you can be sure it will), our ability to find and form new value, that is both original and useful is paramount to our success. If we want to stay relevant in the eyes of our customers, colleagues or company, we need to make creativity a priority. And it starts with you.

Mykel Dixon, Author of Everyday Creative: A Dangerous Guide To Making Magic At Work.

You can read the full article: https://www.bandt.com.au/why-creativity-is-the-strongest-economic-currency/

The irony is not lost on me that I am writing a blog (content) on why content isn’t all it was.

But talk to many business owners about their ability to directly link their content to active red hot leads is ambiguous. From a marketing standpoint yes, arggh, we know you need content. You need an active website. You need to update and revisit your content for the Google gods to reward you with a top of the pops ranking but if anyone out there is creating content it’s a hard slog. I know I’m the bearer of bad news here but you’re competing again millions of blogs getting published each day. That’s right each day. In 2019 its estimated that 4.4 million blogs were published E-V-E-R-Y day. It quickly starts feeling like a thankless task.

The reasons behind content creation is for two things.

  1. To share a little about you, let people get to know your area of expertise, your passions and what you do day to day.
  2. The next is to put them at the top of a sales funnel and with more and more content the intent is to work the prospect through your funnel, keep reminding them that you’re there until they are ultimately convinced that you and your business are the right option for them.

Here’s the problem of why the conversion is unclear. Subscribers, readers, followers can be a passive bystanders for many days, months and years consuming content and if we never purchase then that is a lot of time and money out the door for creators in the hope someone will pick up the phone. 

We can measure likes but we can’t measure engagement unless it results in an action.  Unfortunately, I’ve confirmed the need to create content is still there. Articles, blogs and videos are all necessary evils but if you want to engage people on a higher level we need to turn up the notch a little.

Ok Liv, ‘where’s it all at?’ I hear you say. It all lies with creating…

 …an Engaged Community

 Community offers the one thing that we all want and need which is connection. If there is anything that this time of housebound madness has taught us is that we need connections.We need to offer the chance for our customers and potential customers to meet with us on a different plain. Sure, it might not be face to face all of the time but many people have proven connection online is totally doable.

I’ve held some online sessions of late and it was with some apprehension and some reservation on whether I could create engaging experiences in the online space. My happy place is in a room full of people with a some post-its sharpies and an ability to read a room. These are all things I miss and I won’t lie it is slightly trickier in an online space but it’s totally doable. It comes down to authenticity and fulfilling a need. It could be the need for a chat or the need for information or inspiration. We’re all after something. 

Why is creating connections more effective than content?

By creating a community and connections you are offering an opportunity for people to connect, learn from each other and provide an experience.

When you write the next earth shattering post you’ll experience what many of us content creators do. Some people read it. Most will scroll past it, or like it without reading it, save it to read later (which is as good as filing it in the bin) or perhaps not even see it if because they haven’t opened up their spam that day or logged onto LinkedIn or Facebook.

By creating a conversation instead of posting an article you begin a live connection and form communication that isn’t all one way. There is back and forth, engagement respect and understanding. It’s not a passive speed read and then back into the newsfeed.

It’s an opportunity to connect with people who are facing the same challenges and discuss some solutions. It’s an opportunity to get off the sales soap box and step down and have some real conversations and its where magic happens. In this kind of scenario, its highly likely you won’t have all the answers and the good news is that you don’t need all the answers. You’re providing an opportunity for others to think.Connections are more important now more than EVER

Let’s look at the importance of connections in a time of crisis

At 8:45am on September 11, 2001 suddenly an explosion near the top of the north tower of the World Trade Centre occurred. Thousands stopped in their tracks to watch black smoke pour from the place of impact—an awful lot of smoke for what initially was mistaken for a small plane that had lost its way.

An attack on the world economy would leave more than an economic crisis, it was a human one. That statement might be sounding a little too familiar right now?In the wake of the attacks isolation and fear never being higher in NYC. Survivors had lost entire families. Workers lost colleagues and finding a new place in the world when overcome with grief is no easy feat. In 2002 Scott Heiferman done something he had never done before. He met his neighbours. The ideas of how to strengthen community engagement and connections gave him a flurry of ideas. 30 to be exact and two of which he acted on. One of those was the creation of the MeetUp platform.

Many of use have joined MeetUp groups to learn and connect over common interests and it’s a hugely rewarding networking experience. The last record of user numbers of MeetUp was done in 2017 and was flagged at over 35 million people worldwide. Clearly a few of us out there feel the need to be a part of a community.Let’s also not forget the theory of give to receive. By helping others on the journey by being involved in your world and further understanding your skills and flat out superstar charisma (ok not all of us have that but you know what I mean) people are less likely to feel pressured to click here or call now.

Now can you convert your customers and potential customers into a community? Don’t know where to start? Then let’s bounce some ideas around and start thinking what your community might look like…. I’m up for a coffee when you are.

In a survey by IBM CEO’s considered creativity to be one of the most important factors to success. Yet turn around and ask anyone in your office if they’re creative (outside of the creative department of course) and ask them are you creative. Yeah you know it. They’ll say no, as most of us do.

I love to say this but we’re all wrong. We all think of the arts when we talk creativity. It either lays in design that is tangible or its something we do when we’re a genius locked away in a room by ourselves, but both couldn’t be further from the truth.

So how do we unlock our creativity? Creativity relies on a depth of understanding of a problem that doesn’t come without a personal connection or experience. This is what evokes inspiration in us. If we are trying to solve the problems of our customers we need to connect with them. We need to experience the problem or connect with them to understand their perspective.

Why do you think startups have the ability to be disruptive over the big conglomerates? Its because their story comes from experiencing the frustration or pain of a problem and they become so focused on fixing it that it becomes a passion and purpose onto itself. They understand the problem intimately.

It doesn’t stop there the creative thinkers of our time experience something, get inspired by an idea and then analyse it from different perspectives to pull it apart to see if their idea is viable.

And here lies the journey to creativity. It doesn’t lie in your ability to pick up a paint brush or design some creative copy. It starts with ideas. That’s right ideas. Now correct me if I’m wrong but I’m betting you have had a few ideas of your own lately right? Then in that case you my friend have the capacity to label yourself as creative so let’s look at 6 reasons why organisations need creativity.

But first let’s hit the gym. ???

1. Increased workplace problem solving

“Creativity is like a muscle”. David Kelley form IDEO and Author of Creative Confidence said it and it’s true.

Imagine the first time you walk into a gym. You’re not sure what some of the equipment does, if you’re dressed right what stretches to do. It’s all feeling a bit foreign.

Then skip forward to when you’ve been going 4 times a week for a year. What is it feeling like now? You go straight to your routine warm up stretch and get to business. Heck you might even have a bit of a swagger as you walk through those doors and flick a few index fingers towards to Tom, Dick and Lucy. And so you should you’ve earnt the right to be there.

Creativity is the same. It feels totally foreign at first. It feels clunky, hard and uncomfortable but the more we look for any opportunity to pause and look at things differently it gets easier. Give yourself permission to suck at brainstorming then reflect and think about how the next session can be done better.

Start small. At the beginning of every meeting bring an idea to work on for 5 mins. Give your team permission to flex their creative muscles.

How many times do we tell ourselves I’m not the creative type? I’ve said it myself, many times. We link it to being able to draw or paint, but creativity isn’t just about tangible design. It’s simply about creation. Business models, customer experiences, processes. I mean we’ve all heard creative accounting. Creativity is within all of us.

Allowing teams, the time to collaborate and think differently helps them to work out how to solve problems. Our minds naturally want to solve problems so give them the time to do it.

2. Spend more time doing the work that matters by prioritising

Creativity allows time for perspective. It helps everyone identify the key elements to our organisation that are going to make a difference whether it’s in the long term or the short term. By having perspective this allow us to understand the bigger picture and where our time is best spent. Is it completing a to-do list, getting your inbox down to zero unread or is it doing something today that will make a difference to someone tomorrow?

3. Better teamwork and team bonding

I always hear this catch cry that everyone loves a brainstorming session. But why? Is it because we walk out thinking we’ve solved the world’s problems or was it feeding our need to collaborate, communicate and connect?

Organisations often believe that in order to improve workplace culture we need a team bonding event or more social club catch ups. These are quick fixes and unsustainable ones. Instead focus on how your team can work together more effectively and connect on a level that allows them to be open and transparent. Teams unite over a common problem. We may have different perspectives but when we work on finding a solution to a problem together, we can have healthy and higher-level discussions that unite us and give us interactive moments of meaning.

4. Increased team engagement and interaction

The next time you play scrabble have someone stand behind you and tell you what each word will be that you can put down. The only way you can play the game is if the individual behind you tells you what to play. Thinking for yourself is not permitted. Sound like a fun game?

Of course not. Why would we ever play a game like that?

Yet in the workplace this happens all the time. Whether it’s a CEO, middle manager or micro manager we think it’s acceptable to hand down the solutions with the focus on a deadline. It’s a do this by then not a we need to do this because……

We become driven by to do lists and tactics with no time to refocus. We’re driven by order for our hands, but not enough time is spent on engaging our minds and our hearts. Our minds are constantly seeking to solve problems and if we link that to our purpose or our hearts then we are more engaged at work. If we are more engaged at work, we are more likely to proactively seek out healthy interactions. As teams we work together more effectively because we are all playing a part towards a bigger picture.

If engagement and interaction are high people will seek more problems to solve. The less problems that exist in an organisation the more productive it is and the better results it can deliver.

5. Improved ability to attract and retain quality employees

I like to call this the happy kids in the playground affect. If you have a bunch of kids playing in one particular section of a playground you can bet that new kids entering are attracted to the area of the playground. There’s more fun, more laughter coming from that section so something great must be happening.

We run to what looks fun ;o) Even as adults!

It’s the same with a flourishing culture. When people are happy at work, word spreads.

6. Drives the desire to learn and be curious

In keeping with the theme of children they have a natural ability to be innovators as opposed to us more conditioned and seasoned adults. It all lies in their ability to ask why? Asking why repeatedly can lead us to a path to the ‘Aha’ moment. They become hard to attain as we get older and there is only one reason for that, and this is because we become programmed to act on assumptions. We become conscious of the judgment of others, so we don’t ask too many questions. If we do, we’re worried we’ll be seen as that co-worker without a clue but true innovation stems from a curious mind.

We spend so much time delivering a knee jerk reaction to problem solving that we end up doing a band aid fix more often and not and that is because we lack the root cause understanding.

Innovation is our driving buzz word, yet we spend more time in the tinkering and polishing phase that all that work is meaningless if we haven’t understood the root cause of the problem.

If you don’t know the root cause to a problem, you are trying to fix a headache with a band aid. Organisations who spend more time in the upfront stages of innovation are the ones more likely to get it right. This involves more time in discovery, more time defining the problem and more time in the creative brainstorming phase.

The best leaders of our time are continuous learners they adapt a beginner’s mindset and allow their creative mind to flow.

Fisher & Paykel proudly proclaim their dedication to being a design-led organisation with a keen focus on engaging their customers.

We often think of design as the overall aesthetics of a product. We think its the fashioning of a product, the first impression and the outer edge but design thinking leads us to design products that are far more valuable to us than that. It goes to the heart of how we want to incorporate products and use them in our life.

F&P COO, Jeremy Sargeant states “life is lived around appliances, demonstrating how our human-centred design enriches our customers’ lives”.

A key element of the Fisher & Paykel brand is The Social Kitchen – the concept that underpins the brand’s entire design philosophy.

“We understand that the kitchen is the heart of home. It is a social space, where we prepare and cook food for our families, help kids with their homework and entertain friends, and in our fast paced world, taking time to celebrate those special moments we spend with our family and friends in this space is more important than ever. This philosophy is embedded deep within our culture and is why we have been able to consistently challenge conventional appliance design and deliver products that are truly tailored to human needs,” he said.

What is innovation?

We often think of innovation being based around a sole individual who has a spark of genius or a genius cohort in a lab working for hours to develop something spectacular that the world has never seen before when in fact this is totally off base. It’s organisations that go out and connect with people, connect with consumers. They analyse the data but they don’t stop there. They reach out, observe and talk to users and consumers.

Now you might be thinking we don’t have the big budget for that but you couldn’t be more wrong. The smaller the budget the more need for the upfront investment on spending time to identify the user/consumer/client need. The more time you invest upfront the more money you’ll save in development, launch and marketing phase.

The importance of understanding your customer

F&P have transferred their wealth of customer insights and their focus on human centred design into the development of their new website. Which I would expect from an organisation dedicated to analysing human needs and their customers journey.

Customers often search online before they even step into a store. We all want to go in well armed so the way you present your products online will help your potential customers weigh you up in a lickety split.

It’s a perfect example of where an organisation needs to direct the narrative of their first impression and are confident of their understanding of their customers. Website design is commonly outsourced but organisations need to realise that they hold the key to true customer insights and where it fits in within their customers journey. Take the reigns I say.

Where does website design fit in?

“The website is one of the most important windows into what we stand for, it brings our insights to the fore and delves deep into how life is lived around appliances, demonstrating how our human-centred design enriches our customers’ lives.”

Jeremy goes on to state “We have brought our brand values to life on the first landing page, elevating them into a prime position in the customer journey. While our website is mobile-optimised, for the best possible user experience, the desktop allows visitors enjoy the immersive first look into our beautiful products,” stated F&P COO, Jeremy Sargeant

How can we learn from F&P?

Let’s make this quick.

Analyse your customers journey. How do they find you? When they do find you map out the next steps. At what point to they decide to buy and why? Is it the first 30 seconds or does it take 30 days. Identifying the point of decision making is vital. Here’s a tip: the buying decision is often made from an emotional base not a rational one. How do you influence the positive emotion of your potential or returning customer.

Talk to past customers. Talk to the satisfied customers but more importantly talk to the unsatisfied ones. Then create a map and analyse what changes and improvements you can make along the way. Is there a point where customers get overwhelmed, confused or unsure? How can you help them through it?

These are the keys to a human centred customer experience. Spend the time analysing the steps your customers go through in their decision making process and it’s guaranteed to pay off .

Fisher & Paykel enhances website experience

Here’s the link to the full video:

https://us02web.zoom.us/rec/play/u8IpI-2r-Do3SYGdswSDVKAsW47sLa-shiMZ8_NczErnAiZVYVeiMLARN-ShUcwp7P9a14LzXvF-_L0-?startTime=1590544384000&_x_zm_rtaid=EQ1v4xDERuufQLVbnQ9ehA.1593326762071.cd128a166afc351726536869b713fb89&_x_zm_rhtaid=487

Welcome to the H2H era. The human to human era where the recipe for success lies in our ability to identify the needs and understand the mindsets of our customers instead of the old ‘have I got a deal for you’ tactics.

One of the most common questions I get asked after delivering presentations on anything to do with marketing is “what is the difference between B2B (business to business) and B2C (business to consumer) marketing”.

Which means if I’m a business how can I market my products or services to other businesses rather than to consumers. In fairness this is a valid question as a lot of marketing advice and tactics are focussed on getting messages out to consumers. My argument doesn’t normally come as too much of a shock to my audiences as I’ve normally spent 30 mins before had talking about human centred marketing.

The response is this…… marketing now needs to unwind itself from theories of interruption and spruiking wears. We are no longer in the soap box era of come check out this latest gadget that will set your hair on fire.

An old pic of a soap box

Instead we are in an era where this has been done to death and frankly as humans, we are sick of being told what’s great about a product. We have grown up in the consumer age where this is all we’ve heard and quite frankly as a society we’re over it.

When managing my own marketing team back in the day I’d often hear it said, “everyone thinks they’re an expert when it comes to marketing.” Often this came after a big unveiling of the next campaign or promotion that promised to deliver big results. At the conclusion of any unveiling what often happened was the marketer was left standing at the front of the room putting their hard work on a silver platter only for the rest of the team to pick, poke and tear it apart. Then if that wasn’t enough, they’re asked to go back to the kitchen and drench it in tomato sauce.

Why… well often the marketing team works in isolation and they work with external creative teams who never come in contact with a customer. They then set upon their campaigns like its secret squirrels’ business. When the final unveiling happens it often lands as a surprise to teams who feel they are the ones accountable to hit the targets and the feedback is that this isn’t the support they had in mind or it simply won’t hit the mark.

I watched this many times and have experienced it myself, but I always impart my view which is that ‘everyone IS an expert in marketing’. This is for so many reasons. In a workplace often marketing is often the last step and is necessary for launch instead of being involved from the get-go. Everyone should be on the same page of the same book, in the same library.

In a wider picture we’ve all grown up in the consumer era where products promise outstanding results, tourism promises the trip of a life time, investing will get you the life of your dreams and unfortunately marketing has done a good job in making all of this look convincing. So now we look through the too good to be true promotional offer. We look for the truth, we seek out reviews, we talk to people to find recommendations because nobody wants to be caught out.

That bigger picture view is what led me to the conclusion its not B2B or B2C but human to human? What I mean is that the principles of successful marketing are the same. If what we are offering fulfils a need (a genuine need, not one dreamed up on a whiteboard) and we have an authentic offering with a positive experience and genuine marketing message then success is imminent.

Businesses are made up of people making decisions every day. So whilst the social platform might change or the time of day you post what we need is to look beyond tactics. How are we meeting a persons need. Does it really matter if they are in an office behind a desk or at the grocery store? A need is a need. If we dedicate our time to uncovering more about our customers and get into their shoes to uncover WHY they buy, what they need to buy or how they want to buy then this pays off in the long run.

“The premise of human-to-human marketing is one human buying from another. It taps into the human psyche and helps you form a broader and more complete form of marketing that can exceed almost any other form.”

Sarah Davies

So here’s some quick tips on how you can start embracing the human to human era.

Key tips

Define reality

So many times we get carried away with our own ego’s when someone comes up with an idea in a meeting we hit the white board and we all spend the next 30 mins convincing ourselves why this will work. Of course this is often in isolation from society, trends, the market, adjacent markets, competitors, company culture, short and long term plans. So take it from the whiteboard and get out there. Get a team together to tear the idea apart then build it back up again. Talk to some experts, talk to some customers. Just talk!  

Harness the horse power your in your stable

Before you go out and start marketing and outsourcing to creatives challenge the team inside your organisation to validate so called ‘whiteboard idea’. Get some data, historical evidence, and most importantly some analysis of what problem you’re solving.

Get the opinions of your sales or service delivery team. This data may not be quantitative, but you’ll find quality insights from teams in the thick of it. In other words, people directly connected to who you are trying to sell to. Three words collaborate, collaborate, collaborate.

Ok, ok I know its one word repeat 3 times, but you get the message. It’s important.

Don’t forget to say thank you

Look at your post-purchase experience. What can you do to amplify the positive experience you’ve just provided and better yet ask how else you can help. Many organisations will step away from the post experience analysis but this is such a valuable way to unlock opportunities for future business growth, future relationship building and future referral.

The post-purchase feedback will be the key conversation that will unlock all the opportunities you can improve on for you future customers experiences. Then rinse and repeat.

So you’re about to endeavour on your marketing plan. Where do you start?

Have you googled your marketing plan template full of headings like market opportunity, competitors, SWOT analysis, promotional plan, and social media schedule. You could be working for months and still be working on the plan. It never seems polished enough which holds back your execution.

Here’s a novel idea. Throw it out and just spend some time thinking. Take your shoes off and mentally put those toasty tootsies into the shoes of your customers.

Now you might be in an organisation with a plethora of data. Great! Get your digital team to give you some insights as to what the individuals who are visiting your website look like. They may have heaps or limited data but go with what you’ve got but don’t stop there. Use this as a guide but do some more reflection.
Look at your current customers. Who are they, where are they, what do they do but most importantly how do you help them. You might have a few different types of customers. People from different sectors, people who fill different roles and that’s ok. Who is typically your main type of customer and what the subsets of your other customers.
You might come up with 3-4 typical types of people. Now let’s give them a name, age and start thinking about the action they take before they find you. Think about their worries, their pain points and their aspirations.
Now have a chat with these customers. What language do they use? How do they talk about your product or service? Now you’re onto something.
Use this intel, this data, this skunkworks mission insights and think about how you can reach your customers differently…. Key word is differently. Think about what you are already doing and do something new.
Don’t start planning your marketing until you know more about who…. (as in the individuals, the people, the Geoff’s, the Mary’s) you are talking to.
B2B and B2C is irrelevant. It’s H2H. Human to Human. The context of consumer or business may involve different tactics or methods but marketing at it’s core is about communicating to people whether in a business or consumer environment.
Start with you customer in mind and the rest gets a bit easier from there.

Conversion rate optimisation, Pay per click, omnichannel, evergreen content, referral marketing, digital marketing, responsive design, call to action, search engine optimisation, lifecycles, inbound, chat bots, sales enablement, lead scoring, content creation, social media schedules, boosts, sales funnels, affiliate marketing, organic reach and ………………….. bbr-eathe.  

The way we communicate (or market) to potential customers certainly isn’t as clear cut as it used to be. We’ve reached new heights in complexity. The bad news is, we are nowhere near the peak and instead we’re more likely to be just at base camp. As the most informed yet distracted consumers that ever existed our focus will only continue to decentralise from the one or two major social media sites to many, many more. As marketers this makes reaching your customers in a timely and cost-efficient manner well, tricky. Not impossible, just trickier, more involved and more demanding of creative new approaches.

Then there is the widening chasm between marketing teams and leaders of organisations. KPI’s for marketing teams demand that we are across all the analytics and every metric we can get our hands on. We can often report these in the most polished spreadsheet and presentation fit for any global audience but what does it all mean, really? We need to make this relevant and this is where at times some teams can struggle. Leaders don’t have time to delve into detail and that’s all that the marketing team know how to provide. This is where as marketers we need the ability to be able to simplify our explanations of what we do and almost act as interpreters for ourselves. We need to constantly question our statement with so what? We increased our reach by 34%… yadda yadda yadda. So what? What result did we have in new customer activity and perceptions?

Make it relevant

Relevant to our business development teams who need insights to make sales. Relevant to our R&D teams to provide clear focus. Relevant to the leaders of the organisations who need to know the big picture and how it relates to their role and influence in the industry.

Most of all what we do, needs to be relevant to customers. We need to analyse the information and go one step further. How about we ….. ok wait for it. Talk to our customers, face to face. Talk to them about their journey why they used you, how they found you, why you and not someone else. Will they come back? Ask why or why not?

Let’s not fear the connection customer centricity brings. It’s the one thing that will give us a breakthrough moment and a better result. Let’s start testing what we put out there and stop making our communications polished one-way messages that we hope they read and understand.

The best brands in the world spends thousands researching how to be relevant and they don’t always hit the mark, but they go to the extra effort to understand their consumers and the reactions of their initiatives.

What I’m suggesting is we start testing small and connect with a customer to gain feedback. We could go the extra mile to co-design if we have a significant project. That’s a whole other blog ;o)

Customer Focus

Customer profiling and journey mapping are now well known in the digital marketing space and it’s a great way of aligning the design of our website and structure of our sales funnel and even knowing the language to use. Here’s my pursuit… let’s take these initiatives off-line. Let’s take this energy, focus and time and look at our entire organisation.

Look at the core problem we are solving for our customers and how well coordinated and aligned our services are to their expectations and needs. You’ll find some of the solutions lie with marketing, but some might not be. What a customer journey mapping session will do is highlight the changes and improvements you can make to keep your organisation true to its brand promise.

Break free of assumptions

We (as marketers) don’t know everything, and we never will from behind a screen. We can analyse the data we can make assumptions we can identify trends we can predict. Heck we can do a lot with data. I love data but I only love it from the insights we gain from it. Without insights and the ability to apply them they are just numbers.

The best marketing comes from authenticity, an ability to connect and heck even a sense of vulnerability. Let’s stop pretending we are the guru who knows it all and instead take the time to talk to a customer. Open our minds and let’s be more curious about why they make the decisions they make. Break down the barriers and let’s get to know our customer. They will help us unlock how to attract more people like them. Without customers innovation, disruption and all things termed success are impossible.  

Hey this is Liv, thanks for taking the time to read my article. I created Liv By Design to help organisations connect with their customers and empower them to create their own marketing strategies.

Digital is important, social is important and we often jump to these tactical solutions to gain new customers without taking the time to really identify and understand your customer and their needs. If you start your marketing strategy with your customer, you’ll have a more refined idea of who you are targeting and the best methods. This will cut your marketing costs and help you stand out amongst the crowd of brands that are grasping for audience attention.

At Liv By Design I ensure the process is simple, developing a marketing strategy in line with all the other conventions of your organisation like culture, customer experience and customer service.

Not sure if you are tackling your marketing, right? Maybe you’re a busy marketing team who just don’t have time to connect with customers? Give me a call I’m always here to offer obligation free advice.