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The Pendulum is taking your customers back to the future

Aim at a moving target and you’ll miss. It’s better to anticipate, aim just ahead of it. Ask hockey legend Wayne Gretzky. He changed hockey because he would “skate to where the puck is going, not where it has been.”

So it goes with advertising. Aiming at the market now puts you behind the game. Gretzky leveraged experience of the game. We have something better: historic cycles that predict what’s coming.

Deja Vu now in print

In their new book, Pendulum: How Past Generations Shape Our Present and Predict Our Future, Roy H Williams and Michael R. Drew detail society’s swing between Idealist (me) and Civic (we) cycles.

“We become an entirely different people every 40 years,” says Williams. “We think of these as the ‘me generation’ and the ‘we generation.'”

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It’s not what’s under the hood that moves you


[powerpress]
There's something new under the hood of the 2013 Ford Mustang. But, you won't see it in ads. Instead, Ford understands anchoring to what's under your hood is more likely to move these cars.Continue Reading

What customer experience does your brand deliver?

The marketing of your company shifts into high gear when customers walk in. Advertising attracts, but whether your branding wins or loses is measured by a customer’s tangible experience. Optimizing that moment of truth is is a matter of understanding the variables and managing them.

In retail, customer experience happens at the store. Service businesses, on the other hand, bring it to the customer. In the final installment of our conversation, Mike Dandridge, author of The One-Year Business Turnaround, shares how his Customer Experience Factor applies to service businesses.

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Click here for part one of our conversation covering the basics of customer experience. Click here for part two of our conversation including specific examples.

As with retail, seeing the experience through the service customer’s eyes first points you in the right direction.

Grooveyard of posts past