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Words of advice from the American Marketing Association’s M-Planet conference 2009 keynote speakers Anne Mulcahy of Xerox, John Hayes of American Express, Mary Dillon, McDonald’s, RK Krishna Kumar, Tata Brands, and Larry Grisolano, Obama Presidential Campaign. Key themes echoed by many of the speakers include the need to use customer insight more effectively, the need for […]
In the book, the “groundswell” is defined as “a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” For example, on eBay consumers buy from each other without needing a store; Craigslist lets you find a job or apartment without searching through the newspaper, Rotten Tomatoes lets users read movie reviews from other regular people, and BitTorrent lets users get music from each other- similar to Napster- without going to a store. Very simply, the “groundswell” is about social networking on web 2.0 – and this book will help you understand what exactly that is.
At Sentient, we talk of a human behavioral driver we call “bleeding needs”. This represents an extension of a motivational phenomenon recently dubbed “reverse allesthesia” in the academic literature. Reverse allesthesia suggests that a sample of a good will increase the motivational drive to consume more of that good. In other words, a taste of […]