Here’s an article I just wrote for Fast Company in Turkey.
Most conventional research focuses on what people say, what they do and what they want. At Saatchi & Saatchi this was just table-stakes. We believed it wasn’t what people said, and did, that really counted (everyone could observe that), it was how they felt that really mattered and figuring that out before they even expressed it themselves was like finding diamonds in the mine. (Listen to Noel Gallagher on KR Connect blog on 3rd July.) Never give the customer what they want, give them what they never dreamed possible.
Don’t give the Sony Walkman customer a better Walkman. Give them an iPod.
Don’t give the IPod customer a better IPod. Give them Spotify.
Before they ask!!
Figuring out how people will feel, figuring out what feelings sit behind their words and actions is how to win in today’s marketing wars. AI can help with the data / facts / algorithms. Anthropologists / humans / creatives / imagineers are needed to add the X Factor / winning edge.
I’ve only written one equation in my life. It’s how I’ve led businesses at Gillette, Pepsico, Procter & Gamble, Lion and Saatchi & Saatchi.
(IQ + EQ + TQ + BQ) CQ
IQ = Business Intelligence Quotient (ie your ability to fail fast, learn fast, fix fast).
EQ = Emotional Quotient (your ability to anticipate how consumers will feel before they know themselves).
TQ = Technology Quotient (be the master of tech, not its slave).
BQ = Bloody Quick (the time is now!).
CQ = All powered by your Creativity Quotient.
Lovemarks are created by leaders who are adept in these five areas.
Creativity takes Courage.
Be Brave!
