Customers care about ideas. That is how humans think and feel.
The great irony about ideas, is that the more they are parsed, analyzed, and rationalized, the less they become.
So, when someone proposes an analytics driven approach to your communication plan, be sure to step back. Look for the big idea, one that will capture the imagination of customers. Ideas are important. We cannot think without them, they are the very medium of thought and emotion.
Remember my advice. Ideas too heavily scrutinized can become ideas sadly vaporized.
Copyright © 2015 by John Eighmey. All Rights Reserved.