It's hard to believe it's been over 20 years since Martha Rodgers and Don Peppers' seminal book The One to One Future. At the time, Dr. Rodgers and Mr. Peppers (not to be confused with Mr. Rodgers and Dr. Pepper!) offered up the radical notion that mass, one-size-fits-all marketing would begin yielding to a brave new one-to-one … Continue reading Compelling, creepy, annoying or just bad? Retail’s personalization opportunity
Gentle reader, congratulations on your wise choice. It is indeed your good fortune to have chosen to read my blog today for I am about to reveal a short-list of virtually guaranteed ways for you to be successful in both your professional career and your personal life. Intrigued? I bet. Ready? Let's do this. Steve's … Continue reading The hardest to learn is the least complicated
A book that I read more than 20 years ago fundamentally changed my perspective on business overall and marketing in particular. Peppers and Rodgers "The One to One Future" embedded in my psyche the notion that knowing more about your customer than your competition was a critical component of competitive advantage. And before long "treat different … Continue reading This time it’s personal
I see dead marketers. Walking around like regular people. They only see what they want to see. They don't know they're dead. Marketers who behave as if customers care about channels. Marketers who continue to push average products for average people. Marketers who value efficiency over effectiveness. Marketers who think they can price cut their … Continue reading I see dead marketers
I have a little confession to make. Despite my including "omni-channel" liberally in speeches I give, in the hashtags of my tweets and in my often shameless self-promotion of my alleged retail strategy and marketing expertise, I kind of hate the term. Here's why. First, it's hardly a new concept or a revelatory insight. I … Continue reading An end to omni-channel?