Our Ideas - Strategy
My biggest Google confession? I periodically search “what is content strategy?” Now, this is a legitimate query for 99.999% of the population—but I happen to be the Director of Content at a leading digital studio in New York. (Unsurprisingly, my boss is thrilled with this anecdote.) This confession, of course, has a point other than totally undermining my credibility. I know what content strategy is for me and our organization, but its definition and application varies greatly beyond that. For... Read More
The truth? Your customer experience isn't about “brand awareness”. Or “onboarding.” Or “support.” When your customer needs something, they’re not thinking about funnel stages or your org structure. And ultimately, you shouldn't either. Don’t get me wrong—a good funnel diagram has its place. It’s an important principle that can help you organize your thinking and coordinate your efforts. But it can’t be the be-all-end-all for an organization that wants to be successful across the entire customer journey. (Try picturing a... Read More
Bright shiny object syndrome (BSOS) can be dangerous. The temptation for industries to adopt every latest technological tool and digital trend is often too great to resist. The result is often a spray of gadgets and gizmos that result in lost time and money — and distract decision-makers from strategically investing in durable, valuable, ROI-driven innovations down the road. In the health care industry, BSOS couldn’t be more relevant. Walking the showroom floor at HIMSS in February, I saw booth... Read More