The Human Mind, Heart, and Spirit in Business

What do people mean when they refer to mind, heart, and spirit when writing and speaking about aspects of business such as marketing? For example, “we need to appeal to the customers’ heart …” Well, the last time I checked the heart was a pump comprised of a...

Customer Experience, Why Is It So Hard?

There seems to be a growing interest in The Customer Experience, but it shouldn’t be surprising to learn that the concept is not uniformly understood or applied. So what is this thing called The Customer Experience? A Customer Experience is an interaction [a...

Five A’s Framework

To be able to analyse and then influence what happens to consumers as they transition from brand and solution ignorance to hopefully rabid fans, it helps to be able to have a model or framework of the transitional journey. One such framework is the Five A’s Framework,...

Touchpoint

A touch-point is defined as every interaction that consumers have with a brand on their journey from brand and solution ignorance through to (hopefully) rabid fan. The 5 A’s Framework is a model of the consumer journey, where consumers travel a path that consists of...

The Law of Business

Business is all about selling to consumers what they want and need, in the form of a bundle of products, services, and inevitable experiences, that is a Solution, for more than it costs to produce that Solution. If you can’t do that, then either you haven’t got a...