tag:blogger.com,1999:blog-70711886539410752972024-03-14T11:41:59.812-07:00rehumanizeVisit www.RehumanizeBrands.com – the intersection of business and human behavior. David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comBlogger322125tag:blogger.com,1999:blog-7071188653941075297.post-34504030869647893362023-12-12T12:51:00.000-08:002023-12-12T12:51:31.465-08:00Can Marketing Save Humanity?<p><span style="font-family: Franklin Gothic;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: Franklin Gothic;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgN0meCBQGrYaJ55YW6RxoBQaVZIWZ_7YOHcRPxUsZ1jmSWwHM-ZvcwILf-CGl-58ySoFwfrkL3tLSsYKmbW2tUIWY6zL9HoML-koXr9jph32ghNfatc-AeQn2a_AsIA9VefmiUF1_SyNpEdPu_WTR81w9Ie7mk_YBPd0AC6ykq-rvpi-WLNGOz9BqvG_Dr/s1230/Screenshot%202023-12-12%20at%2012.47.54%E2%80%AFPM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="982" data-original-width="1230" height="510" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgN0meCBQGrYaJ55YW6RxoBQaVZIWZ_7YOHcRPxUsZ1jmSWwHM-ZvcwILf-CGl-58ySoFwfrkL3tLSsYKmbW2tUIWY6zL9HoML-koXr9jph32ghNfatc-AeQn2a_AsIA9VefmiUF1_SyNpEdPu_WTR81w9Ie7mk_YBPd0AC6ykq-rvpi-WLNGOz9BqvG_Dr/w640-h510/Screenshot%202023-12-12%20at%2012.47.54%E2%80%AFPM.png" width="640" /></a></span></div><span style="font-family: Franklin Gothic;"><br />In 2003, the philosopher Nick Bostrom proposed a thought experiment called <i>The Paperclip Maximizer</i>, a provocation designed to show the risks<b> </b>associated with AI that is not in tune with human values.</span><p></p><h1 style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; text-align: center;"><i><span style="font-family: Franklin Gothic; font-size: medium;">An AI is programmed to maximize the production of paperclips, producing as many as possible, optimizing procurement of all raw materials needed to achieve its goal, over time converting the entire planet into paperclip manufacturing facilities, before identifying and solving the final obstacle standing in its way — humans.</span></i></h1><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-size: 13px; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">Can AI be engineered to integrate fundamental human values in its decisioning, giving weight to our sense of fairness, of right and wrong?</span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">But what are these values, and who defines them for the world?<span class="Apple-converted-space"> </span>Judeo-Christian or Islamic values? Eastern or Western?<span class="Apple-converted-space"> </span>Those of G20 Nations or developing countries?<span class="Apple-converted-space"> </span>Generational values?<span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">As AI optimizes trade-offs to achieve its task, how will it know the decisions that are best for society?</span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">I believe marketers will soon begin confronting small-scale versions of the Paperclip Maximizer. Will the company’s AI maximize decisions for shareholder returns, for environmental impact, or for customer satisfaction?</span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-size: 13px; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><h1 style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; text-align: center;"><span style="font-family: Franklin Gothic; font-size: medium;"><i><b>We may be entering a time when those lofty corporate purpose statements matter more than ever.<span class="Apple-converted-space"> </span>Marketers cannot solve society’s existential dilemma but they can ensure the AI in their tech stack will make decisions guided by the company’s stated brand values.<span class="Apple-converted-space"> </span></b></i></span></h1><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-size: 13px; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">Twenty years after Bostrom put forward the Paperclip Maximizer, the EU last week agreed to a sweeping law to regulate artificial intelligence, which the <i>New York Times</i> called “one of the world’s first comprehensive attempts to limit the use of a rapidly evolving technology.”</span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-size: 13px; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">I would’ve been reassured by this had the <i>New York Times</i> article not mentioned that the regulators’ initial draft in 2021 was scrapped the day ChatGPT emerged because they were blindsided by sudden and unforeseen development.</span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">This technology is developing fast.<span class="Apple-converted-space"> </span>Companies also must move fast, because we know government regulators are not born with the speed gene.<span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: Franklin Gothic;"><br /></span></p><p class="p1" style="font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><span style="font-family: Franklin Gothic;">So until wiser people sort this out, I think I’ll get a head start on my paperclip manufacturing skills.<span class="Apple-converted-space"> </span></span></p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-85609906891937955012023-10-09T10:11:00.003-07:002023-10-19T12:45:20.520-07:00What Marketers Can Learn from "The Big Short."<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiArzyBrU-Rs2haB9uMzPVL2oNt8WL6Dwb2Ds23hOVfLoyrm8pPJtfhsZpj3lzOnlZR3OaN7v-5EeMqLhRcJNIrWJe-u39QCXYWewLN-hxPnMGX0175alZe51UdNyetoOjRQikB6C2lGrNlQA9BlooFUpLtTKSflYISflCbuPEOdpITEv0QWooE2bAzMWAe/s1640/LI%20article%20cover.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="924" data-original-width="1640" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiArzyBrU-Rs2haB9uMzPVL2oNt8WL6Dwb2Ds23hOVfLoyrm8pPJtfhsZpj3lzOnlZR3OaN7v-5EeMqLhRcJNIrWJe-u39QCXYWewLN-hxPnMGX0175alZe51UdNyetoOjRQikB6C2lGrNlQA9BlooFUpLtTKSflYISflCbuPEOdpITEv0QWooE2bAzMWAe/w320-h180/LI%20article%20cover.png" width="320" /></a></div><p class="p2" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><i>The Big Short</i> is more than a story about the 2007 mortgage crisis - it’s a cautionary tale about the peril of not understanding the human context behind data. </p><p class="p1" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><br /></p><p class="p2" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;">Mark Baum, the investor played by Steve Carell, had his team gather first-hand insights to uncover what the raw data was hiding from others. They went out and talked to people on the front lines — the shady mortgage brokers; the compromised ratings agencies; the “nightclub” worker who owned five homes; the father who had dutifully paid his bill yet was about to lose his home — before deciding to short the Collateralized Debt Obligations that would soon turn toxic. They invested the time to understand the human context — behaviors, motivations, beliefs.</p><p class="p2" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;"><br />What purely data-derived assumptions do we have about customers.<span class="Apple-converted-space"> </span>Do we understand how they feel and why they do what they do?<span class="Apple-converted-space"> </span></p><p class="p1" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><br /></p><p class="p2" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;">This is the question I’ll be posing to students as I share the Rehumanize platform during my upcoming university lectures at California State-Fullerton, Loyola Marymount University, and the University of California-Irvine’s Merage School of Business.<span class="Apple-converted-space"> </span></p><p class="p1" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px; min-height: 15px;"><br /></p><p class="p2" style="font-family: "Helvetica Neue"; font-feature-settings: normal; font-kerning: auto; font-optical-sizing: auto; font-stretch: normal; font-variant-alternates: normal; font-variant-east-asian: normal; font-variant-numeric: normal; font-variant-position: normal; font-variation-settings: normal; line-height: normal; margin: 0px;">With empathy at its core, Rehumanize is a brand growth system modeled on the four dynamics of human relationships. Its “4Es” framework connects insights, goals, tactics, data and enterprise-wide collaboration to form a human-centered growth strategy.</p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-74431443168032649822023-01-29T15:08:00.001-08:002023-01-29T19:01:06.554-08:00Rehumanizing Artificial Intelligence<div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWgv2IQE96jLiRL7RcN0eNbuYkpgfqgJgCqP5S4bNdNGZM4-3I_wv5RWXb9SA3zG6RZi40G1Rkj1cjKQtM8vw7VHTeduu2au83vl9Dq7qASXOSewXYhD2jKcxchxMRYXJkItZmI371cmupwpf-btjvjo2c_mQ9nCHEy8IgMFH9WrLAO34PqqS4yBD9gA/s1024/University%20Professor%20arguing%20with%20student_Johannes%20Vermeer.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1024" data-original-width="1024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWgv2IQE96jLiRL7RcN0eNbuYkpgfqgJgCqP5S4bNdNGZM4-3I_wv5RWXb9SA3zG6RZi40G1Rkj1cjKQtM8vw7VHTeduu2au83vl9Dq7qASXOSewXYhD2jKcxchxMRYXJkItZmI371cmupwpf-btjvjo2c_mQ9nCHEy8IgMFH9WrLAO34PqqS4yBD9gA/w640-h640/University%20Professor%20arguing%20with%20student_Johannes%20Vermeer.png" width="640" /></a></div><br /><span style="font-family: verdana;"><br /></span></div><span style="font-family: verdana;"><div>The news media has been abuzz with hand-wringing reports about how ChatGPT will undermine academic integrity. </div></span><div><div class="separator" style="clear: both; text-align: center;"><br /></div><span style="font-family: verdana;">However, the Artificial Intelligence genie is out of the bottle. AI is happening. It will scale. Its applications will extend to many aspects of daily life, including education. (Microsoft is banking on this, having just invested $10B in OpenAI, the red-hot AI lab behind ChatGPT.) </span></div><div><span style="font-family: verdana;"><br /></span></div><div><span style="font-family: verdana;">Every minute we spend romanticizing how things used to be is time we’re not designing ways to harness change. </span></div><div><span style="font-family: verdana;"><br /></span></div><div><span style="font-family: verdana;">We heard similar laments years ago when students started using Google Search instead of the encyclopedia; when parents began tethering their kids with mobile phones; when social media became an addictive currency. Over time, we learned to harness something positive from each – access to knowledge; safety; a generation of creators – while remaining vigilant about their dark sides. </span></div><div><span style="font-family: verdana;"><br /></span></div><div><span style="font-family: verdana;">Even before ChatGPT, the quality of writing seems to have been deteriorating for decades, at least within the context of the workplace. Many recent graduates struggle writing a succinct, well-punctuated email let alone a compelling presentation. </span></div><div><span style="font-family: verdana;"><br /></span></div><div><span style="font-family: verdana;">ChatGPT is not a threat to the quality of writing; what’s at stake is the quality of thinking. </span></div><h4 style="text-align: left;"><span style="font-family: verdana;">The central question isn’t how to stop students from using ChatGPT – rather, how might educators use AI to teach valuable skills? </span></h4><div><span style="font-family: verdana;">For example, what if an educator designed an assignment to demonstrate the most important aspect of ChatGPT – i.e., the role of the questions posed by humans:</span></div><div><ul style="text-align: left;"><li><span style="font-family: verdana;">Ask students to choose a subject and prompt to get an AI-written essay; </span></li><li><span style="font-family: verdana;">Then have students slightly modify the prompt and get a second output;</span></li><li><span style="font-family: verdana;">Most importantly, have students write an argument comparing the two AI-scribed essays and how the different prompts altered the outcomes. </span></li></ul><span style="font-family: verdana;"><b>Now we’re using AI to teach critical thinking; the relationship between inputs and outputs; forming better questions. </b></span></div><div><span style="font-family: verdana;"><br /></span></div><div><span style="font-family: verdana;">What if an educator used ChatGPT to teach better writing skills by demonstrating the value of proper editing? </span></div><div><ul style="text-align: left;"><li><span style="font-family: verdana;">Require students to use ChatGPT to get their first draft.</span></li><li><span style="font-family: verdana;">Then ask students to edit by half, requiring them to prioritize information; identify unnecessary words; learn that less is more. </span></li></ul></div><div><span style="font-family: verdana;">These are two small examples. Professional educators will think of better ones. </span></div><h4 style="text-align: left;"><span style="font-family: verdana;">By the way, I asked ChatGPT how an educator might use it as a teaching tool. Here is its response: </span></h4><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0KWxHxmjIx60AFQ-Vw02v-ndjCeAeoW0R0pz-tcEEDzD4VIKSn2bbSJnUUUuUbYmwg2ydzWNhZdNVgBDaTIblPYHJW9-sNjdt6jtHmm7qCpQ4buNDi9AJdoIXU8Ah7FHm3SwWIhn7bIjSDA6tFg8ZiFjLbNYdnSh2j5cdNLqwZIsg7pm4jeqOHUJRTQ/s1190/ChatGPT%20w%20Logo.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="680" data-original-width="1190" height="366" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0KWxHxmjIx60AFQ-Vw02v-ndjCeAeoW0R0pz-tcEEDzD4VIKSn2bbSJnUUUuUbYmwg2ydzWNhZdNVgBDaTIblPYHJW9-sNjdt6jtHmm7qCpQ4buNDi9AJdoIXU8Ah7FHm3SwWIhn7bIjSDA6tFg8ZiFjLbNYdnSh2j5cdNLqwZIsg7pm4jeqOHUJRTQ/w640-h366/ChatGPT%20w%20Logo.png" width="640" /></a></div><span style="font-family: verdana;"><br /></span></div><div><span style="font-family: verdana;">Let’s fast-froward to ideas that harness AI to help sharpen the uniquely human skills that students, and all of us, need to succeed in life.</span></div><div><span style="font-family: verdana;"><br /></span></div><h4 style="text-align: left;"><span style="font-family: verdana;">PS: I created the illustration for this article using DALL-E – ChatGPT’s AI graphics sibling – by inputting this prompt: "Painting of a university professor arguing with a student in the style of Johannes Vermeer."</span></h4>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-64547386341895068032023-01-12T17:32:00.035-08:002023-02-28T17:51:00.594-08:00Let's rehumanize marketing!<div><div class="separator" style="clear: both; text-align: center;"><br /></div></div><span style="font-family: verdana;"><span style="font-size: medium;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM5jfmlrKnkOwmS6ebzIXaFo7mvytRI0pFkySYs9oviNect_XTwgp5Fipui8fczO7gHb7EKkU__c-2RECgTcUNrxYiQiQcAN-WcAAOxY74kuGgYEDd7QeB2g-dQLBd7JqbTUqMfoSuZv77lCHqoZcLkpBCtBbtT-axNIro2bqc986AhiyDhZTqevpDtw/s730/Screenshot%202023-01-12%20at%206.23.20%20PM.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="368" data-original-width="730" height="101" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM5jfmlrKnkOwmS6ebzIXaFo7mvytRI0pFkySYs9oviNect_XTwgp5Fipui8fczO7gHb7EKkU__c-2RECgTcUNrxYiQiQcAN-WcAAOxY74kuGgYEDd7QeB2g-dQLBd7JqbTUqMfoSuZv77lCHqoZcLkpBCtBbtT-axNIro2bqc986AhiyDhZTqevpDtw/w200-h101/Screenshot%202023-01-12%20at%206.23.20%20PM.png" width="200" /></a></div><div>Every new marketing model seems to move farther from a fundamental truth – there’s a human on the other side of the screen.</div></span></span><div><span style="font-family: verdana; font-size: large;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">We can sense this growing chasm in marketing's increasingly de-humanized vocabulary – addressable markets, cohorts, targets, segments; we can sense it in blunt, one-size-fits-all multicultural definitions and generational tags.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Despite being awash in data and analytics that tell us <i>what</i> customers did, most companies don’t fully understand <i>why</i> their customers behave the way they do. </span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFq3GY03CPDVRxI6GBb-MvdPz_a2pFHm_FW9JtEMNu_mU5-kkP0Y7T4qR-b2zFRha6By6Wwd1_oPe3nKqNN8BPO6TOBiuTpDoKsWNKIjBSbiwcQt5m9sUAaBXMXlOU-svrj0wbKc_YYhwx6L75NFle9bh7LtiNBdCvH2020tfxFFYA6aT88RXQxSAAHQ/s1244/HBR%20Research.png" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: verdana; font-size: medium;"><img border="0" data-original-height="272" data-original-width="1244" height="141" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFq3GY03CPDVRxI6GBb-MvdPz_a2pFHm_FW9JtEMNu_mU5-kkP0Y7T4qR-b2zFRha6By6Wwd1_oPe3nKqNN8BPO6TOBiuTpDoKsWNKIjBSbiwcQt5m9sUAaBXMXlOU-svrj0wbKc_YYhwx6L75NFle9bh7LtiNBdCvH2020tfxFFYA6aT88RXQxSAAHQ/w640-h141/HBR%20Research.png" width="640" /></span></a></div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">A Harvard Business Review Analytical Services study found that just 23% of executives believe their organization understands their customers’ motivations. (Even if this has doubled since 2019 that's still not great.)</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Customer Experience, or CX, comes closest to embracing a human-centered truth. Yet here we are in 2023 and CX remains siloed in many organizations. </span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Being human-centered is not about going analog. Far from it! Data and marketing technologies have given us superpowers in our ability to be more relevant and personalized.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLjXAQulOPrU1T-6zvqKxZKfEx7Forbv4KO0AWDg1lC_y1ebw9gqfah5nOP6FdqUVNk0u916UFQPXqEAxdci9RDS5Z0WVCgbHZ_moI1DSgKyrsKHpgLaEYXgqj0oZsEl2CNyhowprbQNJnUgilgIwp3o_HpScC74d7P8XgaJapLScteKlNvC092zpmiA/s1804/Empathy%20Chart.png" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: verdana; font-size: medium;"><img border="0" data-original-height="478" data-original-width="1804" height="170" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLjXAQulOPrU1T-6zvqKxZKfEx7Forbv4KO0AWDg1lC_y1ebw9gqfah5nOP6FdqUVNk0u916UFQPXqEAxdci9RDS5Z0WVCgbHZ_moI1DSgKyrsKHpgLaEYXgqj0oZsEl2CNyhowprbQNJnUgilgIwp3o_HpScC74d7P8XgaJapLScteKlNvC092zpmiA/w640-h170/Empathy%20Chart.png" width="640" /></span></a></div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">This is about shifting our mindset – making empathy a core skill; designing more human-centered ways to organize teams; truly understanding what it means to have a <i>relationship</i> with a customer.</span></div><h2 style="text-align: left;"><b><span style="font-family: verdana; font-size: medium;"><i><u>Being Human: 101</u></i></span></b></h2><div><span style="font-family: verdana; font-size: medium;">In my recent university lectures, I speak to students about human behavior and the power of empathy. With a clear nod to Abraham Maslow, here’s how I summarize for them our basic human motivations:</span></div><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSaJc6RcE3ozd4cLc81p-QDnrUoHOS1mFQ4XBSkFgqqZQr-kyvWGLapVqw2v_4CY5sUmvYlzfMo4VR-Fa_AFSCM_9No7zAjKaYFXetznXttLxPaKPMEIv30DOEN7Q7DgZxD2tDGOd6uo_Yv8bAUqZOZvC_bOr77AubByYvJZtGOdM8HkEXgakRfBOPiQ/s1542/Human%20101.png" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: verdana; font-size: medium;"><img border="0" data-original-height="558" data-original-width="1542" height="230" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSaJc6RcE3ozd4cLc81p-QDnrUoHOS1mFQ4XBSkFgqqZQr-kyvWGLapVqw2v_4CY5sUmvYlzfMo4VR-Fa_AFSCM_9No7zAjKaYFXetznXttLxPaKPMEIv30DOEN7Q7DgZxD2tDGOd6uo_Yv8bAUqZOZvC_bOr77AubByYvJZtGOdM8HkEXgakRfBOPiQ/w640-h230/Human%20101.png" width="640" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: verdana; font-size: medium;"><br /></span></div><span style="font-family: verdana; font-size: medium;">We create relationships as a way to help satisfy these needs, and the strongest begin are sustained through <i>empathy</i> – the ability to see through the eyes of another, without judgement. Empathy helps form meaningful relationships because it builds trust.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">If this is true in life, why isn’t this consistently true in marketing?</span></div><div><br /></div><div><span style="font-family: verdana; font-size: medium;"><i><b><u>Prioritizing the “R” in CRM</u></b></i></span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Several years ago I realized the mistake I had long been making.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">While giving a presentation I noticed I was repeating the word <i>relationship</i> on slide after power-pointy slide, e.g., <i>customer relationship</i>, <i>brand relationship</i>, <i>CRM</i>. I hadn't yet invested time to unpack this simple word to understand the dynamics of real relationships.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">That “ah-ha moment” helped crystalize a simple truth: </span><span style="font-family: verdana; font-size: medium;"><i>what’s true in life should be true in marketing – how we form personal relationships should guide how we form customer relationships.</i></span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">And that truth ultimately inspired <i><a href="http://www.rehumanizebrands.com" target="_blank">Rehumanize</a></i>, a marketing consultancy that helps organizations and people grow by harnessing the power of empathy and human relationships.</span></div><div><br /></div><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgp31PFWAgJsiAetAbaBho42iLuALjerXYr0vTxBMVmZnNlK6_uUIJwiP-X39BsgKGEYbnsIcesgs0EDPDNxoybZloqQohJUqOeGGuEEsEA9yPyQgpiJ_xRmFxC_cLiq1B7FVR7O6soSxHfMTqjUZ336wcE2SGC6ykEt-pZPRd0t_SnkyjoULrxXSWE0w/s1736/Screenshot%202023-01-22%20at%205.22.20%20PM.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="740" data-original-width="1736" height="272" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgp31PFWAgJsiAetAbaBho42iLuALjerXYr0vTxBMVmZnNlK6_uUIJwiP-X39BsgKGEYbnsIcesgs0EDPDNxoybZloqQohJUqOeGGuEEsEA9yPyQgpiJ_xRmFxC_cLiq1B7FVR7O6soSxHfMTqjUZ336wcE2SGC6ykEt-pZPRd0t_SnkyjoULrxXSWE0w/w640-h272/Screenshot%202023-01-22%20at%205.22.20%20PM.png" width="640" /></a></div></div><div><div class="separator" style="clear: both; text-align: center;"><br /></div></div><h2 style="text-align: left;"><span style="font-family: verdana; font-size: medium; font-weight: normal;">Rehumanize organizes goals, metrics, and teams around the four dynamics of human relationships – <i>empathy</i>, <i>experiences</i>, <i>endorsement</i>, and <i>energy</i> – aka, <i>"The 4Es."</i></span></h2><div><span style="font-family: verdana; font-size: medium; font-weight: normal;"><i><br /></i></span></div><h2 style="text-align: left;"><span style="font-family: verdana; font-size: medium;"><i><u>Connecting the Dots</u></i></span></h2><div><span style="font-family: verdana; font-size: medium;">Rehumanize's <i>4E</i> Loyalty <i>Model</i> represents System Thinking – i.e., a way to make sense of complexity by viewing a problem in terms of wholes and relationships rather than its parts. In this case, the "whole" is the dynamics of human relationships.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">This is what differentiates the <i>4E</i> model from CX and CRM. Unlike those strategies, 4E integrates the contributions of other disciplines such as media communications, social media, event marketing, influencer strategies, product development, etc.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;"><i>4E</i> connects the dots across the enterprise – the benefit of systems thinking – to create a human-centered model to organize and analyze data, plan and prioritize strategies, and foster collaboration across teams.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Designing a human-centered organization sounds daunting, yet the necessary data, resources and skills likely already exist in your company but are disconnected from each other.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div style="text-align: center;"><span style="font-family: verdana; font-size: medium;"><b>The <i>4E</i> Loyalty Model is underpinned by the metrics we use every day, but live in different organizational silos, scattered across disparate reports, discussed in separate meetings.</b></span></div><div class="separator" style="clear: both; text-align: left;"><br /></div><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhUAw1Vr-wClGlRwWeyIL9K6n8smvdfQHhg81MzSYYLjYq8bCkeEyl4pkk7Q-U-cPAKAFLlOEhIwkFVWrKc0vOhW1GHb3qKl9x0AolKwbJSsrc5keCan8sqrBZ4quDWuBGLqgzeuweCO57Mv4vyCI5wWYm3DryquCeGPaHpXfFAAbu72PqtxUfKFYnSA/s1650/Screenshot%202023-01-22%20at%205.24.19%20PM.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="868" data-original-width="1650" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhUAw1Vr-wClGlRwWeyIL9K6n8smvdfQHhg81MzSYYLjYq8bCkeEyl4pkk7Q-U-cPAKAFLlOEhIwkFVWrKc0vOhW1GHb3qKl9x0AolKwbJSsrc5keCan8sqrBZ4quDWuBGLqgzeuweCO57Mv4vyCI5wWYm3DryquCeGPaHpXfFAAbu72PqtxUfKFYnSA/w640-h336/Screenshot%202023-01-22%20at%205.24.19%20PM.png" width="640" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: verdana; font-size: medium;"><b>When seen through the<i> 4Es</i>, these metrics realign to paint a clear picture of the opportunities, progress, and work to be done.</b></span></div><div class="separator" style="clear: both; text-align: left;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1dolen_Kjd9HVoAPdGMptXJbsyl5Hjpkbwr8Gj-wkS813IgQoFfYg3OMwqAdxNQJ6xcU1x8wzS92tyuDpHYDW-OA3Oi6NPjNdYiyvl1fMJUB342Wm4Tm_xbb-2ZfLlPJtH0uuV2dg2ey7Na2iuX9I2twKCLW0ZLFoGw4naQzyhyXgVe_r39ASpvQewA/s1712/Screenshot%202023-01-22%20at%205.22.49%20PM.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="852" data-original-width="1712" height="318" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1dolen_Kjd9HVoAPdGMptXJbsyl5Hjpkbwr8Gj-wkS813IgQoFfYg3OMwqAdxNQJ6xcU1x8wzS92tyuDpHYDW-OA3Oi6NPjNdYiyvl1fMJUB342Wm4Tm_xbb-2ZfLlPJtH0uuV2dg2ey7Na2iuX9I2twKCLW0ZLFoGw4naQzyhyXgVe_r39ASpvQewA/w640-h318/Screenshot%202023-01-22%20at%205.22.49%20PM.png" width="640" /></a></div></div><div><div class="separator" style="clear: both; text-align: center;"><br /></div></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div style="text-align: center;"><span style="font-family: verdana; font-size: medium;"><b>Teams in Marketing, Behavioral Analytics, UX/CX, Customer Care, Product and Corporate Comms all contribute. </b><i style="text-align: left;"><b>4E</b></i><b> creates a common vocabulary, shared planning model, and aligned KPIs.</b></span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixNjNl3aplFCjz42fwMROPd1bEfOvSeuvyS-Eh5L-rcdYPJgibj9FLT9jd2oN0DVEmlodxpf-PhbcM_anwa7jvxwNfiZDWaPnF9D--2fApUuKSg1zNl9bnFXaqk6uKwaYQpdLUxKOqaPxJWEuljHSUwGCSVW5o83yy3bXnYq4qNx0SiNKCzIrYKGD25Q/s1712/Screenshot%202023-01-22%20at%205.23.25%20PM.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="770" data-original-width="1712" height="288" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixNjNl3aplFCjz42fwMROPd1bEfOvSeuvyS-Eh5L-rcdYPJgibj9FLT9jd2oN0DVEmlodxpf-PhbcM_anwa7jvxwNfiZDWaPnF9D--2fApUuKSg1zNl9bnFXaqk6uKwaYQpdLUxKOqaPxJWEuljHSUwGCSVW5o83yy3bXnYq4qNx0SiNKCzIrYKGD25Q/w640-h288/Screenshot%202023-01-22%20at%205.23.25%20PM.png" width="640" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div><b style="font-family: verdana; font-size: large;"><i><u><br /></u></i></b></div><div><b style="font-family: verdana; font-size: large;"><i><u>Empathy is a business strategy</u></i></b></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Empathy may sound soft, but <i>4E</i> is a measurable, outcome-oriented system that align goals, analytics and action.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">Empathy helps accelerate progress on DEI initiatives; it can build authentic cultural relevance and growth among diverse customers; it can strengthen the effectiveness of a company’s </span><span style="font-size: medium;"><span style="font-family: verdana;">CRM </span><span style="font-family: verdana;">investments; it helps inspire new product development.</span></span></div><div style="text-align: center;"><span style="font-family: verdana; font-size: medium;"><img border="0" data-original-height="634" data-original-width="1694" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifiD94S_zfoS2kvYu6OwiE6KsPqJODxVuCVLSNhirWllLc5x2qLGHTVHwTrszYWlxr8IwFUKbq6QgHgv9ZVYP8bEdWOKCWVcphKVH1jZ7S-dUZT6su-8E8Wz8WOCWJY6Z9uxQ5MMwv_5XWcvpw4qxZxT4WTXDX3f7SvxU8Xd-lk3-YCYsYXMw1GArLzQ/w640-h240/Biz%20Strategy.png" width="640" /></span><span style="font-family: verdana; font-size: medium;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifiD94S_zfoS2kvYu6OwiE6KsPqJODxVuCVLSNhirWllLc5x2qLGHTVHwTrszYWlxr8IwFUKbq6QgHgv9ZVYP8bEdWOKCWVcphKVH1jZ7S-dUZT6su-8E8Wz8WOCWJY6Z9uxQ5MMwv_5XWcvpw4qxZxT4WTXDX3f7SvxU8Xd-lk3-YCYsYXMw1GArLzQ/s1694/Biz%20Strategy.png" style="margin-left: 1em; margin-right: 1em;"></a></div><div><span style="font-family: verdana; font-size: medium;"><b><u><i>Spiderman and Maya Angelou agree.</i></u></b></span></div><div><br /></div><div><span style="font-family: verdana; font-size: large;">While it’s true that Big Data and Martech have given us marketing superpowers, </span><span style="font-family: verdana; font-size: large;">it’s also true that </span><i style="font-family: verdana; font-size: large;">“with great power comes great responsibility”</i><span style="font-family: verdana; font-size: large;"> (as Uncle Ben advised Peter Parker, aka Spiderman).</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuiYkDECVwWFeKWbqlGXefDbhLZagRXxpym6J1f4_NEvUvErZVNqeqzBv_c13LGqecqLnmwXwMOjbYCa6X3hPSYaT9uSl1nZUCAlhGwBH__kiMU7aNpyD8NGBRFB6qe4jlpFibfX836KwqhsdnXLJRk1QSHaUXv8AX-CH7tBY4ZKEB54aHorqtXo_dQA/s988/Maya.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: verdana; font-size: medium;"><img border="0" data-original-height="988" data-original-width="700" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuiYkDECVwWFeKWbqlGXefDbhLZagRXxpym6J1f4_NEvUvErZVNqeqzBv_c13LGqecqLnmwXwMOjbYCa6X3hPSYaT9uSl1nZUCAlhGwBH__kiMU7aNpyD8NGBRFB6qe4jlpFibfX836KwqhsdnXLJRk1QSHaUXv8AX-CH7tBY4ZKEB54aHorqtXo_dQA/w226-h320/Maya.png" width="226" /></span></a></div></div><div><span style="font-family: verdana; font-size: large;">Our responsibility is to use human insights, data and technology to better </span><i style="font-family: verdana; font-size: large;">serve</i><span style="font-family: verdana; font-size: large;"> customers – to help organizations and people grow by harnessing the power of empathy and human relationships.</span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;"><div style="font-family: Times; font-size: medium;"><span style="font-family: verdana; font-size: medium;">Marketing leaders have always had to hold in their mind two seemingly contradictory ideas: Marketing is about customer empathy; marketing is about profitable growth.</span></div><div style="font-family: Times; font-size: medium;"><span style="font-family: verdana; font-size: medium;"><br /></span></div><div style="font-family: Times; font-size: medium;"><span style="font-family: verdana; font-size: medium;">Each statement is true. Each is less effective without the other.</span></div></span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;"><br /></span></div><div><span style="font-family: verdana; font-size: medium;">And here, I step aside and let Maya Angelou summarize my 29 paragraphs in 22 words.</span></div><div><span style="font-family: Franklin Gothic; font-size: medium;"><br /></span></div><span style="font-family: Franklin Gothic; font-size: medium;"><br /></span><div><span style="font-family: Franklin Gothic; font-size: medium;"><br /></span></div><div><br /></div>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-62916320926291348832022-07-28T15:20:00.006-07:002022-08-04T06:42:04.109-07:00Will this be your first recession rodeo?<div class="separator" style="clear: both; text-align: left;"><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica;"></span></p><div class="separator" style="clear: both; text-align: center;"></div><span style="font-family: helvetica;"><span style="font-size: medium;">In a previous article I referenced Mark Twain’s quote, <i>“history doesn’t repeat itself, but it often rhymes.”</i> </span></span><span style="font-size: medium;"><span style="font-family: helvetica;">If true, then this is a poem about marketing in a recession by reflecting on lessons which I will attempt to freshen...</span><span style="font-family: helvetica;">Ok, no more poetry.</span></span></div><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica;"><br /></span><span style="font-family: helvetica;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRMMyn63cOBUIbxqzExy8MjJYODWMc9yaEE-QAB0-X-5alEHFapQ_fkfEdykSn5SNNksRgX4ZDw1M0WWX3CU1E6Co3XeC5OoqrmewQvBZi6jkkktdooqJMOQ57fCyVaAX59KNk3hda1enPXIojM9kZ1BSAkHmL7Hi7rTtL-jtqs4CsQgodEmVlY9mIzA/s1478/Screen%20Shot%202022-07-28%20at%203.30.32%20PM.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="914" data-original-width="1478" height="248" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRMMyn63cOBUIbxqzExy8MjJYODWMc9yaEE-QAB0-X-5alEHFapQ_fkfEdykSn5SNNksRgX4ZDw1M0WWX3CU1E6Co3XeC5OoqrmewQvBZi6jkkktdooqJMOQ57fCyVaAX59KNk3hda1enPXIojM9kZ1BSAkHmL7Hi7rTtL-jtqs4CsQgodEmVlY9mIzA/w400-h248/Screen%20Shot%202022-07-28%20at%203.30.32%20PM.png" width="400" /></a></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-size: medium;"><span style="font-family: helvetica;">I recently revisited the <a href="http://www.wikibranding.net/search/label/recession" target="_blank">WikiBranding articles I wrote during the 2008-2009 meltdown</a> that spotlighted best practices from a range of marketers. <span class="Apple-converted-space"> It struck me that </span></span><span style="font-family: helvetica;">those of us who guided businesses through The Great Recession can </span><span style="font-family: helvetica;">share </span><span style="font-family: helvetica;">lessons we learned with managers for whom this downturn might be their first. (Bob Barrie, Stuart D’Rozario and I had just co-founded BD’M; learning how to navigate the recession was not a choice!)</span><span class="Apple-converted-space" style="font-family: helvetica;"> </span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><h3 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="color: #e69138; font-family: helvetica; font-size: medium;"><b>Who decides if we’re in a recession?<span class="Apple-converted-space"> </span></b></span></h3><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><b><span style="font-family: helvetica; font-size: medium;"> </span></b></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Spoiler alert: the consumer decides.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">News stories about the economy lead us believe we’re in a recession – the “R-word” is having its moment. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Economists might say otherwise, based on their often used definition of a recession, i.e., two consecutive quarters of falling GDP. Other economists take a more holistic view to define a recession, e.g., labor market, consumer and business spending, industrial production, and income. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Taking that wider view, payrolls increased in June, as did hourly wages, both growing faster than expected, as well as consumer spending. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">All good, right? Hardly.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">These broader data points miss a deeper point. Consumer spending accounts for 70% of GDP, therefore when consumers feel we’re in a recession, their behaviors follow suit.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">And that seems to be what’s happening. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">New polls show 58% of Americans believe the country is in a recession, up from 48% in May. Unsurprisingly, consumer confidence has declined for three consecutive months. And all this is happening in an environment where inflation is at a 40 year high and the average 401k is taking a beating. It’s easy to understand why consumers feel anxious.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><h3 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><b><span style="color: #e69138; font-family: helvetica; font-size: medium;">Lessons from the Great Recession</span></b></h3><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">It’s worth taking stock of the present day and see how the forces that caused the Great Recession differ from what we are currently experiencing.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-size: medium;"><span style="font-family: helvetica;">The 2008 recession was caused in large part by greed. </span><span style="font-family: helvetica;">Lenders knowingly dealt toxic subprime mortgages and consumers gorged on easy credit to borrow and buy more than they should. Financial regulators were asleep at the wheel, or worse yet, complicit. (I’m dusting off “The Big Short,” Michael Lewis’ epic recount of that economic wildfire.)</span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><b><span style="font-family: helvetica; font-size: medium;"> </span></b></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">This slowdown is different; it was caused largely by the pandemic. In 2020 companies worldwide shut down, reduced output, and laid off workers. Fast forward to 2022 and we see how this crippled the global supply chain which cannot keep pace with the post-pandemic spike in demand (i.e, “pleasure revenge”), leading to inflationary prices. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">So here are some lessons from the Great Recession that today’s marketing leaders may want to consider.<span class="Apple-converted-space"> </span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><h4 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><i><b><span style="color: #e69138;">Fear was the enemy:</span></b> </i></span></h4><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">In 2008, in an environment of layoffs and home foreclosures, the vast majority of consumers were not at risk of losing their income or home, yet began cutting back on spending because they were uncertain about the future. Back then, most automotive marketers defined <i>affordability</i> as the problem and set out to solve that through cut rate financing and lease rates. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b><br /></b></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b>Hyundai</b> did something different. The company correctly diagnosed <i>fear</i> as the problem to be solved – the consumer’s uncertainty about might happen – and launched its successful Assurance program, allowing consumers to return their new car within a year if they lost their job. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><h4 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><b><span style="color: #e69138;"><i>Discounting didn’t differentiate: </i></span> </b></span></h4><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-size: medium;"><span style="font-family: helvetica;">Marketers in many categories attacked the affordability problem through unsustainable price cuts that eroded long-term pricing power. </span><b style="font-family: helvetica;">Circuit City</b><span style="font-family: helvetica;"> filed for bankruptcy, proving discounting alone was a race to the bottom.</span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b><br /></b></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b>Best Buy</b>, a client of BD'M that was facing the risk of becoming Amazon’s showroom, took action on two fronts by matching online pricing while also adding unique value (and customer reassurance) through its in-store Blue Shirts and in-home Geek Squad. Both actions helped Best Buy beat online retailers by offering something they could not – service and support. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><h4 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><b><span style="color: #e69138;"><i>Customers have long memories:</i></span> </b></span></h4><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Many B2B companies slashed support budgets – e.g., downsized sales force, training, and customer service – as a way to cut costs, leaving their customers to dangle in the economic wind. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Other companies found unique ways to get closer to their customers. <b>American Express</b> launched Small Business Saturdays to support main street merchants hammered by the downturn. Ford Dealers still recall how <b>Ford Motor Credit</b> was their lifeline during the Great Recession, extending much-needed lines of credit. <b>Allergan</b> ran outreach programs to train physicians to run a more profitable medical practice.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><b><span style="font-family: helvetica; font-size: medium;"> </span></b></p><h4 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="color: #e69138;"><i><b>Don’t let a good crisis go to waste</b>: </i></span> </span></h4><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">If necessity is the mother of invention, then a recession is the father of cool objectivity. A recession creates a rare opportunity to reevaluate strategies that worked in good times; a time to think how you might refocus and reprioritize your product portfolio, marketing and media mix for the road ahead.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><div style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="background-color: white; font-family: helvetica; font-size: medium;"><span style="white-space: pre-wrap;">BD'M worked with </span><span style="border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><b>United Airlines</b><span style="font-weight: var(--artdeco-reset-typography-font-weight-bold);"> </span></span><span style="white-space: pre-wrap;">to develop Travel Options – an a la carte pricing program that enable flyers to design and pay for the experiences they valued – a merchandising strategy United still uses today.</span></span></div><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"> </span></p><h4 style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><i><b><span style="color: #e69138;">Don’t put innovation on pause:</span></b> </i></span></h4><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Customer, marketplace and competitive dynamics move too fast to make standing still anything less than a corporate death-wish. Even in a recession, consumers have needs that remain unmet by the competition. </span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Remember, <b>Apple</b> waved its magic wand and lifted our spirts (and opened our wallets) during the Great Recession with must-have iPhones and MacBooks.</span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px 0px 0px 46px;"><span style="font-family: helvetica; font-size: medium;"> </span></p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-24595417294104509712022-07-01T15:04:00.013-07:002022-07-29T06:33:11.130-07:00We are the supply chain problem.<p><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: "Source Serif Pro", serif; white-space: pre-wrap;"><br /></span></p><p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimNwYO0evhzoI3BhaBbUb_h8z2Kvnd_i2R0kHKR4g2HLaPp6tYzTltNb87vdmzNyE5jB11W_aXQAqI0dWx_DdpEMqSaIhULDZTKtEaSK1ZFajgf5079pUzU_kZJhJeGDqLot61GNqS1adXU7fHpLdONhCViBkPCkHw0ckKAxJDb0Iq7vBA1m_pDN-I3A/s2182/Screen%20Shot%202022-07-01%20at%202.41.53%20PM.jpeg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1191" data-original-width="2182" height="219" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimNwYO0evhzoI3BhaBbUb_h8z2Kvnd_i2R0kHKR4g2HLaPp6tYzTltNb87vdmzNyE5jB11W_aXQAqI0dWx_DdpEMqSaIhULDZTKtEaSK1ZFajgf5079pUzU_kZJhJeGDqLot61GNqS1adXU7fHpLdONhCViBkPCkHw0ckKAxJDb0Iq7vBA1m_pDN-I3A/w400-h219/Screen%20Shot%202022-07-01%20at%202.41.53%20PM.jpeg" width="400" /></a></div><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;"><p>We can’t go a day without hearing, or sharing our own story, about a seemingly simple purchase that is taking eons to arrive, an impatience that has heightened in a next-day culture.</p></span><p></p><p><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;">In casual conversations we hear people cite the cause as having something to do with lazy workers, politicians, Russia’s aggression in Ukraine, or myriad other heard-then-repeated explanations.</span></p><p><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;">Turns out, we are the problem: Our business models, our disconnected systems, our labor practices, our personal shopping choices. We are the forces straining the system.</span></p><p><span style="font-family: helvetica; font-size: medium;"><a href="https://on.wsj.com/3NbvKit" rel="noopener nofollow" style="border: var(--artdeco-reset-link-border-zero); box-sizing: border-box; font-weight: var(--font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;" target="_blank">That’s why this WSJ video is so fascinating</a><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; white-space: pre-wrap;">. It starts with the sobering truth, that global demand is greater than what supply chains can handle. From there it unpacks the thorny thicket of disconnected problems raging through the system – i.e., through factories, ocean shipping, ports, trucking, and distribution centers – all made worse by rapid changes in DTC business models and the resulting shift in consumer shopping behavior.</span></span></p><p><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;">And, spoiler alert, this story might not have a happy ending. Our supply chains may be forever strained without a massive rethink of how we solve – and connect– the problems.</span></p><p><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;">For those of us who don't have time to binge a 54 minute video, here are some key highlights:</span></p><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; color: #e69138; font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><u style="box-sizing: border-box;">Supply Chains scaled down when Covid hit</u></span><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; white-space: pre-wrap;"> (e.g., capacity, inventories, labor, etc), expecting that global consumer demand would contract. It didn’t.</span> </span></p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; color: #e69138; font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><u style="box-sizing: border-box;">Shipping ports are a fragile point of failure</u></span><span color="rgba(0, 0, 0, 0.9)" style="white-space: pre-wrap;"><span style="color: #e69138;">.</span> Our ports, most notably the Port of Long Beach here in the US), represent a singular intersection of the problems spanning ocean shipping, trucking, labor and consumer demand.</span> </span></p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; color: #e69138; font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><u style="box-sizing: border-box;">We don’t have enough truckers in the US.</u></span><span color="rgba(0, 0, 0, 0.9)" style="white-space: pre-wrap;"> Nearly 10M people have a CDL license yet only 3.5M are driving. Why? They are poorly paid (new drivers barely earn minimum wage), are seldom home, and work 14+ hour days.</span> </span></p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; color: #e69138; font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><u style="box-sizing: border-box;">Seismic changes in consumer behavior, acclerated by eCommerce and DTC models, are further straining supply chains</u></span><span color="rgba(0, 0, 0, 0.9)" style="white-space: pre-wrap;"><span style="color: #e69138;">,</span> which must now deliver more products to specific addresses instead of mass deliveries to fewer big box stores. And as we know, more and more consumers embraced online shopping during the pandemic</span> </span></p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; color: #e69138; font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><span style="box-sizing: border-box;"><u>Distribution centers experience high employee burn-out</u></span></span><span color="rgba(0, 0, 0, 0.9)" style="white-space: pre-wrap;"><u><span style="color: #e69138;">.</span></u> People working at these fast-paced, always-on distribution centers experience work-related injuries at a rate that’s nearly double coal mining, construction, and most manufacturing industries. (Turnover at many of Amazon’s distribution centers exceeds 100%.)</span> </span></p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px;"><p style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span style="border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; color: #e69138; font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space: pre-wrap;"><u style="box-sizing: border-box;">We have a shortage of last-mile delivery drivers.</u></span><span color="rgba(0, 0, 0, 0.9)" style="white-space: pre-wrap;"> These are the drivers that more often than not are working for delivery partners subcontracted by Amazon and others. (This is why Amazon started its own package delivery company, which will in time be the largest parcel delivery company in the US.)</span></span></p></blockquote>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-90436388716692135932022-06-21T11:26:00.002-07:002022-07-29T06:33:59.473-07:00Are EVs in the dial-up phase?<div style="text-align: left;"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;">Several comments on my x-country EV roadtrip travelogues questioned whether the growth in the charging network can possibly keep up with increasing EV sales (<a href="https://www.cnbc.com/2022/06/20/how-gm-ford-tesla-are-tackling-the-national-ev-charging-challenge.html" target="_blank">a question also posed in this CNBC article</a>). </span></div><div style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; white-space: pre-wrap;"><br /></span><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; white-space: pre-wrap;">This is where the lesson from Moore's Law comes in handy: We should expect battery capacity and range to increase exponentially, concurrent with network growth.</span></span></div><div style="text-align: left;"><span style="font-family: helvetica; font-size: medium;"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; white-space: pre-wrap;"><br /></span><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; white-space: pre-wrap;">There was a time when the internet was shiny and new that we connected to it via dial-up. (If you're old enough, you'll undoubtedly remember the noises your modem made and how loooooooong it took to connect!) Back then we had no clue about the next-gen technologies – connectivity accelerants such as Broadband, Bluetooth, WiFi – that would soon emerge and radically change how we'd access the web. <br /></span><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; white-space: pre-wrap;"><br /></span></span></div><div style="text-align: left;"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, "system-ui", "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;">The point? It's risky to predict the future based on today's technologies and infrastructure.</span></div><p><br /></p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-11335278833469111692022-06-06T19:46:00.006-07:002023-01-12T16:05:47.218-08:00X-Country in an EV: Day 5...the home stretch!<p><span style="font-family: helvetica; font-size: medium;"><span>Today is Day 5 – and the home stretch! – of my x-country drive in an EV.</span><span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMna6vppAi3vvviPMS3Bw_ntMcqFhLn0uVN1C3OuZc-mzFxyhTU8SW5WweqhJtTZH84XQs-tct3fld--jRVNLFmN-1fyPS0e-nrrFwQ5wvN3LvwPLPw1K5nIegOQjJNWRuIVTmMZv535OcgVu0coRTB8MxS-pAJyDJx-ln5_Aii7YDW4SLyWyF2CFHHw/s4032/IMG_2808.jpeg" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: helvetica; font-size: medium;"><img border="0" data-original-height="4032" data-original-width="3024" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgMna6vppAi3vvviPMS3Bw_ntMcqFhLn0uVN1C3OuZc-mzFxyhTU8SW5WweqhJtTZH84XQs-tct3fld--jRVNLFmN-1fyPS0e-nrrFwQ5wvN3LvwPLPw1K5nIegOQjJNWRuIVTmMZv535OcgVu0coRTB8MxS-pAJyDJx-ln5_Aii7YDW4SLyWyF2CFHHw/w300-h400/IMG_2808.jpeg" width="300" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: helvetica; font-size: medium;"><br /></span></div><span style="font-family: helvetica; font-size: medium;">I set out to see firsthand if “range anxiety” is a valid pain-point that will stop broader EV adoption.<span class="Apple-converted-space"> </span>After five days driving from Detroit to SoCal in my Mustang Mach-E, EV range and the ability to easily recharge is not a problem.<span class="Apple-converted-space"> </span></span><p></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><span style="color: #ffa400;"><b>Charging stations are everywhere.</b></span><span class="Apple-converted-space"><span style="color: #ffa400;"><b> </b></span> </span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Electrify America and Walmart have partnered well to ensure a fast charger is never out of reach.<span class="Apple-converted-space"> </span>(Though there’s so much opportunity to upgrade the CX at the charging stations, as I’ll outline below.)</span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">The connectivity between the FordPass app and my Mach-E’s NAV system is seamless – the app mapped the route and charging stations and sent that itinerary to car’s NAV system. <span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Oh yeah, my “fuel” bill is cut by more than half!</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><div class="separator" style="clear: both; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><b><span style="color: #ffa400;">But let’s face it:<span class="Apple-converted-space"> </span>Driving an EV long distance requires more stops.</span></b><span class="Apple-converted-space"><b><span style="color: #ffa400;"> </span></b> </span></span></div><div class="separator" style="clear: both; text-align: left;"><span style="font-family: helvetica; font-size: medium;"><br /></span></div><div class="separator" style="clear: both; text-align: left;"><span style="font-family: helvetica; font-size: medium;">The Mach-E has a 270 miles range, yet I never stretched it to that limit, opting instead to charge every 200 miles or so.<span class="Apple-converted-space"> </span>This added time to our trip, but having additional short breaks made the trip less tiring.<span class="Apple-converted-space"> </span></span></div><p></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b><span style="color: #ffa400;">There is so much opportunity to improve the quality of the CX at charging stations.</span></b><span class="Apple-converted-space"><b><span style="color: #ffa400;"> </span></b> </span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">I’ll focus on Electrify America, only because, thanks to their network, every single stop I made across the country was at EA, and predominantly at Walmart Supercenters.</span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Electrify America’s charging stations are well branded, clean and easy to use.<span class="Apple-converted-space"> </span>But there are steps they can take to improve the experience and help OEMs scale EV adoption:</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b>Reduce the failure rate:</b><span class="Apple-converted-space"><span style="color: #ffa400;"> </span> </span>We typically found two out of eight chargers were not working. That might be an acceptable fail rate, but not if the two that aren’t working are the only two 350 kWh fast chargers.<span class="Apple-converted-space"> </span>(To be clear, at no point did we pull in to an EA charging station and not find a working charger.)</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b>Improve night time lighting:</b><span class="Apple-converted-space"> </span>Journey Mapping will likely show that people charging at night find themselves in a remote area of an empty parking lot.<span class="Apple-converted-space"> </span>How might EA help people feel secure, perhaps through brighter lighting, a 911 alert button, etc.</span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b>Add (and monetize) amenities:</b><span class="Apple-converted-space"> </span>Minimally, vending machines. Ultimately, a waiting lounge with TVs, WiFi, etc.<span class="Apple-converted-space"> </span>With eCommerce on the rise, therefore fewer people in the parking lots, I would imagine the shopping center owners will be open to new revenue opportunities.<span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">For those of you that followed this travelogue, thank you.<span class="Apple-converted-space"> </span>I’ll spare you more posts about the EV odyssey. <span class="Apple-converted-space"> </span></span></p><p></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Now you’ll just have to suffer through posts about my electric mountain bike.<span class="Apple-converted-space"> </span>:)</span></p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-33502642322010381902022-06-05T15:21:00.002-07:002022-07-29T06:35:11.742-07:00X-Country Drive in an EV: What's unfamiliar is actually familiar.<p><span style="font-family: helvetica; font-size: medium;">Welcome to Day 4 of our cross-country drive in the Mustang Mach-E.</span></p><p><span style="font-family: helvetica; font-size: medium;"><span>Austin is in our rear view mirror this morning, destination El Paso. </span><span class="Apple-converted-space"> </span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">A great foodie and music town, Austin remains one of my fav cities in America, bringing back tons of fun memories with Bob and Stuart from when we’d visit our clients at Dell.<span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYkCuh5ZBsejGCzOa5f-6e-c0ESsgYlzI85BJMotk1s1YtwDzcnGwGyVah4bRmA5t0HDtGonCF9WJIBEet3E37S13y-Q1JOQe9lHOsFUE9Jn-8hMKeQRCCWxoYeJexsIaQdDchGPKXQctbJcdpWVJ5AX4BgFNWKDiWMQEDi8COUo_DLVJsDS74KwdG9g/s4032/IMG_2797.jpeg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: helvetica; font-size: medium;"><img border="0" data-original-height="3024" data-original-width="4032" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYkCuh5ZBsejGCzOa5f-6e-c0ESsgYlzI85BJMotk1s1YtwDzcnGwGyVah4bRmA5t0HDtGonCF9WJIBEet3E37S13y-Q1JOQe9lHOsFUE9Jn-8hMKeQRCCWxoYeJexsIaQdDchGPKXQctbJcdpWVJ5AX4BgFNWKDiWMQEDi8COUo_DLVJsDS74KwdG9g/w320-h240/IMG_2797.jpeg" width="320" /></span></a></div><span style="font-family: helvetica; font-size: medium;"><br />Sarah and I took this southerly route to visit my sister and Tesla-driving brother-in-law, Denise and Steve, who planned a great night at Llama Kid, an off-the-chart delicious Peruvian restaurant.<span class="Apple-converted-space"> </span>As an added bonus, Sarah got to spend time with Leah and Craig who were up from Houston for a wedding.<span class="Apple-converted-space"> </span></span><p></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">And as much as Bailey is a great roadtrip companion, it was great to take a break from sleeping in dog-friendly hotels. (Bailey is eyeing me with scorn as I type this…)</span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijmdTmGAbTB_oWpL_qVJv_DCDm4QuPmpN2cngyYtz66pqf7hahn6RlOisZijb-AOgYhyh3Lfrt_A2wHaWhJUNjyvJkip0iB43ZKZCL8eyGbRJaKe8YRBPjgXAo9uXNESLZ3XtfwAGQxZA5gXPpAFS4Uy6097AExF89XkQxwpdP0ICrKTzD7T-8Z2ne8g/s4032/IMG_2788.heic" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: helvetica; font-size: medium;"><img border="0" data-original-height="4032" data-original-width="3024" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijmdTmGAbTB_oWpL_qVJv_DCDm4QuPmpN2cngyYtz66pqf7hahn6RlOisZijb-AOgYhyh3Lfrt_A2wHaWhJUNjyvJkip0iB43ZKZCL8eyGbRJaKe8YRBPjgXAo9uXNESLZ3XtfwAGQxZA5gXPpAFS4Uy6097AExF89XkQxwpdP0ICrKTzD7T-8Z2ne8g/s320/IMG_2788.heic" width="240" /></span></a></div><span style="font-family: helvetica; font-size: medium;"><br /></span><p></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;">Days 2 and 3 took us from Nashville to Dallas, followed by yesterday’s short hop to Austin.</span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="color: #ffa400; font-family: helvetica; font-size: medium;"><b>I think I learned more about driving an EV these last two days than I had in the last two months.<span class="Apple-converted-space"> </span></b></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">For example, late Friday night, somewhere along the long, dark stretch between Texarkana and Dallas, I experienced for the first time the frightening sight of the LOW BATTERY alert.<span class="Apple-converted-space"> </span>My palms started sweating. <span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Then I recalled how many times the LOW FUEL alert in my gas-powered car would tell me I had only 50 miles of range left in the tank.<span class="Apple-converted-space"> </span>Same with the battery alert – 50 miles left.<span class="Apple-converted-space"> </span>The alert came on again at the 25 mile mark, and even though I knew this was simply information and not a dire warning, I was on high alert. <span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">I know what you ICE lovers are thinking:<span class="Apple-converted-space"> </span><i>“Sure, the range warning lights may be the same, but I have gas stations everywhere.”</i><span class="Apple-converted-space"> </span>True that.<span class="Apple-converted-space"> </span>But with the Mach-E, the App and NAV system conspire to get your car to a specific charge station with a pre-determined reserve of battery range.<span class="Apple-converted-space"> </span>So far, this hasn’t failed us.<span class="Apple-converted-space"> </span>(We made it to the Electrify America charging station in Royse City with 15 miles of range remaining – just as the App and the Mach-E had planned.)</span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><b><span style="color: #ffa400;">There are other parallels to EV and ICE “fuel economy.”<span class="Apple-converted-space"> </span>Want to stretch your range in a gas-powered car?<span class="Apple-converted-space"> </span>Well, don’t speed, nor do you accelerate fast or brake hard.<span class="Apple-converted-space"> </span>Same in an EV. </span></b><span class="Apple-converted-space"> </span></span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">The one difference I encountered was the impact of hilly terrain on EV efficiency.<span class="Apple-converted-space"> </span>(Is it different than an ICE vehicle?<span class="Apple-converted-space"> </span>Not sure, but I know I hadn’t factored this in). There were parts of Arkansas and the Texas Hill country where the power efficiency dropped. (Our midwest friends will never have to worry about that!)</span></p><p class="p2" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;">Now, I do recall in my first post from the road that I promised to talk about the “robots.”<span class="Apple-converted-space"> </span>We’ll get to that tomorrow, when we witness Sarah’s first experience with hands-free, autonomous driving.<span class="Apple-converted-space"> </span></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span style="font-family: helvetica; font-size: medium;"><br /></span></p><p class="p1" style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><b><span style="color: #ffa400; font-family: helvetica; font-size: medium;">That, and what Sarah and I believe was a UFO sighting. (How’s that for a S1E4 cliff-hanger?)</span></b></p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-25845675103992039422022-06-03T20:11:00.003-07:002022-07-29T06:35:49.707-07:00The Elephant in the EV Room: "Range Anxiety"<p><b><span style="font-size: medium;"> <span face="system-ui, -apple-system, "system-ui", ".SFNSText-Regular", sans-serif" style="background-color: white; color: #050505; font-family: helvetica; white-space: pre-wrap;">Day 2 of our cross-country drive in the Mach-E. </span></span></b></p><span face="system-ui, -apple-system, "system-ui", ".SFNSText-Regular", sans-serif" style="background-color: white; font-family: helvetica; font-size: medium; white-space: pre-wrap;"><span style="color: #050505;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEialChCFn4TiE1EMapje3COyQudZ1cugSIpO6WxaJQT1inUAFV8jN3EfhhpskreMtrbPtRs_aclLP7cD7MFFDbseLaiL8d43yxEWSgT_AGaGAjOEKCaJCdf_Rd0m3WpR2NjUG-0Moi03qHjacbl-tlGH_7_vlvpREwJVxgjl3phmI1pLIe3Gm-4T56GCQ/s4032/IMG_2769%202.heic" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEialChCFn4TiE1EMapje3COyQudZ1cugSIpO6WxaJQT1inUAFV8jN3EfhhpskreMtrbPtRs_aclLP7cD7MFFDbseLaiL8d43yxEWSgT_AGaGAjOEKCaJCdf_Rd0m3WpR2NjUG-0Moi03qHjacbl-tlGH_7_vlvpREwJVxgjl3phmI1pLIe3Gm-4T56GCQ/s320/IMG_2769%202.heic" width="240" /></a></div><br />We made it to Nashville from Detroit, but before launching into EV roadtripping, I have to give a huge shout-out to Nashville – such a beautiful and fun city!
As a music lover and writer, I have no clue why I never spent time here. Sarah and I enjoyed great music and hanging with a bunch of aspiring musicians. (Bailey was solely focused on the BBQ.) We will return!
</span><span style="color: #ffa400;"><b>Which brings us to today’s EV update. Let’s start by addressing the elephant in the room – “range anxiety.” </b></span><span style="color: #050505;">
We made yesterday’s 550 mile drive from Detroit to Nashville with only two stops to recharge, each stop lasting around 35 minutes.
EV charging stations are everywhere. Before owning the Mach-E, I never noticed them because, unlike gas stations, they’re not on all four corners of an intersection.
Where they are is in your local shopping center parking lot.
Electrify America, which has the most ultra-fast DC chargers across the country (ChargePoint has the most <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijOyeZTKdI9fnzLu53ZAdlMxPphE1TRnkQnny6fbHNjZdMR3vf1p5SQgpqTvORCJL4OFhdKi7Y2k-CxXPkD6eAJXaEZG32vPaRtDrYY19ORJNFXHqlxBxqYHBRGZFvEVSkYTTc0I3OHCgVKiiAYo9gkWz4oRA_ysPHjfq7l-ofVoJ1JJ_0lK1DzTgHCA/s4032/IMG_2788.heic" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijOyeZTKdI9fnzLu53ZAdlMxPphE1TRnkQnny6fbHNjZdMR3vf1p5SQgpqTvORCJL4OFhdKi7Y2k-CxXPkD6eAJXaEZG32vPaRtDrYY19ORJNFXHqlxBxqYHBRGZFvEVSkYTTc0I3OHCgVKiiAYo9gkWz4oRA_ysPHjfq7l-ofVoJ1JJ_0lK1DzTgHCA/w150-h200/IMG_2788.heic" width="150" /></a></div><br />chargers overall) seems to have chosen Walmart as its location of choice. Both charging stops yesterday, as well as today’s upcoming stops from Nashville to Dallas, were at Walmart Supercenters.
</span><span style="color: #ffa400;"><b>Before starting out yesterday I was admittedly worried about range. We packed light to reduce weight in the car; thought we’d have to limit AC usage (which draws on the battery); and drive the speed limit (horrifying!). But in truth, none of that was necessary.</b></span><span style="color: #050505;">
The app plans when and where to charge. The car displays current battery range and distance to the next pre-planned charger, leaving nothing to worry about. And if you don’t want to plan ahead, the NAV system finds charging stations as easily as it finds your Latte fix.
On the back half of yesterday’s drive I lost all range anxiety and switched the Mach-E into “unbridled” mode. The performance mode didn’t degrade efficiency and range all that much.
Today’s leg will be a bit longer as we travel from Nashville to Memphis to Dallas…fully unbridled…with AC turned up to 11. 🙂</span></span>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-67757132747802893242022-06-02T13:29:00.002-07:002022-06-02T13:29:39.993-07:00Zen and the art of an EV roadtrip.<p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">I remember the anxiety I had when I cut the cord and switched from Cable TV to streaming.<span class="Apple-converted-space"> </span>Could I still watch live sports? Would I get all my favorite programs? Sure enough, with YouTube TV, the answer was a resounding yes to both questions.<span class="Apple-converted-space"> </span></p><p class="p2" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px; min-height: 15px;"><br /></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Now I’m cutting a new cord — the gas pump — as I take my new Mustang Mach-E on a cross-country trip.<span class="Apple-converted-space"> And like the time I cut Cable TV, I'm experiencing the same questions. Will it have the range for a long drive? Will I waste hours recharging along the way?</span></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"></p><div class="separator" style="clear: both; text-align: center;"><br /></div><span class="Apple-converted-space">Well, today is Day 1 on the Mach-E's first ever long distance drive</span>, as we say farewell to Detroit and head to La Quinta.<span class="Apple-converted-space"> </span><p></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><span class="Apple-converted-space"><br /></span></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-ERKDfjhobDfbfx3nyFf8dAicn-FjfokDXH6Rw2Fbr4dlTwcVho18xKlVnJtMMmGTOFJUktZM9qX8awGTzOq67DPYpkO4VRuMDpf4D3SbslEZM9RgMuZIxnVmO5LTFKCJ1edI_G_DqAu-8GvCAq-ekE71xk4BJm2WlDFIwi9tPxsuoW5ed_mDQXrVBA/s4032/IMG_2758.heic" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-ERKDfjhobDfbfx3nyFf8dAicn-FjfokDXH6Rw2Fbr4dlTwcVho18xKlVnJtMMmGTOFJUktZM9qX8awGTzOq67DPYpkO4VRuMDpf4D3SbslEZM9RgMuZIxnVmO5LTFKCJ1edI_G_DqAu-8GvCAq-ekE71xk4BJm2WlDFIwi9tPxsuoW5ed_mDQXrVBA/w480-h640/IMG_2758.heic" width="480" /></a></div><br /><p></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">For those of you thinking about buying an EV, I’ll be sharing daily posts to help alleviate so-called “range anxiety.”<span class="Apple-converted-space"> </span>(Trust me, in pressing the start button this morning, I’m taking a big trust-fall to shed the comfy muscle memory of ICE vehicles.)</p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><br /></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">Today’s cool feature:<span class="Apple-converted-space"> </span>The FordPass app which plans the route and most efficient charge points, then sends the trip plan to the car’s NAV system.<span class="Apple-converted-space"> </span>I’m placing my full trust in the robots! (Including the robots that will drive the Mach-E the majority of the trip.<span class="Apple-converted-space"> </span>More about them later.) </p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;"><br /></p><p class="p1" style="font-family: "Helvetica Neue"; font-size: 13px; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal; margin: 0px;">PS:<span class="Apple-converted-space"> </span>Robert M. Pirsig's book, <i>Zen and the Art of Motorcycle Maintenance, </i>had a great impact on me.<span class="Apple-converted-space"> </span>His story about growth and discovery while on a long-distance motorcycle ride still resonates with me today.</p><p><span style="font-family: "Helvetica Neue"; font-size: 13px;"><br /></span></p><p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoXHCaNxEJLt7CeTx0Cz_vy06A-kXTicdPyIwJyFOvVRnxSP1g3WD1vKDFf9WSjn96F7JNDkm9XGJrawcbSyt2wNkLd3_IfiBezEUcm7dSgB84JCkW_mFQzMlAEdRI-ifPyt37XXjaGirEY4GRJrY3ExODnVEO73IKhqwAylTBunepie1hlfXdGsnhzQ/s4032/IMG_2764.heic" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="4032" data-original-width="3024" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoXHCaNxEJLt7CeTx0Cz_vy06A-kXTicdPyIwJyFOvVRnxSP1g3WD1vKDFf9WSjn96F7JNDkm9XGJrawcbSyt2wNkLd3_IfiBezEUcm7dSgB84JCkW_mFQzMlAEdRI-ifPyt37XXjaGirEY4GRJrY3ExODnVEO73IKhqwAylTBunepie1hlfXdGsnhzQ/w480-h640/IMG_2764.heic" width="480" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="background-color: #f0f2f5; color: #050505; font-family: system-ui, -apple-system, "system-ui", ".SFNSText-Regular", sans-serif; text-align: start;"><span style="font-size: x-small;">Bailey loves the “Frunk” where we’re stashing all her worldly possessions, such as kibble & dried sardines.</span></span></td></tr></tbody></table></p><p><br /></p><p><br /></p>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-13515840165710019162022-05-04T13:57:00.009-07:002022-07-29T12:09:46.928-07:00Navigating the Consumer "Pleasure Revenge" – advice from Mark Twain, a Surfer and a Futurist Named Popcorn.<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKWca-Se0-oGK13yufqzhHYZKfHQo2_0iveUgP6b16M0HQiLIVfTw1gltXWG2wEOK3hnENzUfYif2n3ZaKDrc8qsIIti3AUahXl42DfLnqsh0-ZglP0toGZrLa1-2XTgT4JMrCuksXA1vjVEejBBgd2taBEmAmDYYaqn0WWMl9lmlO3o6y_CEmAy_wQg/s1424/Screen%20Shot%202022-05-04%20at%204.37.42%20PM.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="532" data-original-width="1424" height="120" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKWca-Se0-oGK13yufqzhHYZKfHQo2_0iveUgP6b16M0HQiLIVfTw1gltXWG2wEOK3hnENzUfYif2n3ZaKDrc8qsIIti3AUahXl42DfLnqsh0-ZglP0toGZrLa1-2XTgT4JMrCuksXA1vjVEejBBgd2taBEmAmDYYaqn0WWMl9lmlO3o6y_CEmAy_wQg/w320-h120/Screen%20Shot%202022-05-04%20at%204.37.42%20PM.png" width="320" /></a></div><br /><div><br /></div>The post-pandemic "Pleasure Revenge" is accelerating consumer spending and a return to pre-Covid behaviors.<br /><br />As the Wall Street Journal recently reported, Americans are returning to gyms in big numbers; booking vacations and plane trips; rocking out at concerts; and going to popcorn-scented movie theaters to see Hollywood blockbusters such as Spider-Man.<br /><br /><h2 style="text-align: left;"><span style="color: #ffa400; font-size: x-large;"><span>What the WSJ missed is that we see this same human behavior after every major shock to the national psyche, as well as the inevitable post-exuberance counter-trend...w</span>hich brings us to Mark Twain, Faith Popcorn and Laird Hamilton.</span></h2><div><h3 style="text-align: left;"><br /></h3><h3 style="text-align: left;">"History doesn't repeat itself, but it often rhymes."</h3><div><br /></div>Mark Twain told us this would happen.<br /><br />The national and personal sacrifice endured during WWI was followed by the Roaring Twenties. After WWII, the U.S. economy boomed as Americans bought homes, moved to the suburbs, drove the latest tail-finned beauty from Detroit, and had many, many kids. The economic malaise of the '70s ushered in the 1980s and "Beemer"-driving Yuppies with a voracious appetite for wine, martinis and cigars. And following the severe emotional and economic pain inflicted on 9/11, per capita consumer spending began to steadily climb.</div><div><br /><h3 style="text-align: left;">"For every trend, there is a counter-trend."</h3><div><br /></div>This "Pleasure Revenge" – popularized by trend expert, Faith Popcorn – taps into a deep human need to soothe pain and maybe even re-exert control over our lives after having had our "normalcy" abruptly taken from us.<br /><br />But as important as it for businesses to have strategies to profit during the post-crisis Pleasure Revenge, Ms. Popcorn cautions us to think beyond that exuberant period and prepare for the counter-trend, a theme she frequently cites.<br /><br />What might a counter-trend look like a few years from now? Well, consider that each of those boom periods mentioned above eventually led to an equally large counter-force.<br /><br />The Roaring Twenties was followed by the Great Depression. The insatiable consumerism of the 1950s and early 60s preceded the economic stagnation of the 1970s. In 1989, Yuppies woke up to Black Monday – their first global economic crisis. The post 9/11 economic growth abruptly crashed in 2008 because of the subprime lending meltdown.<br /><br /><h3 style="text-align: left;">Which brings us to surfing.</h3><div><br /></div>"Surfing's one of the few sports that you look ahead to see what's behind."<br /><br />So what should businesses do? Well, perhaps take inspiration from surfing legend Laird Hamilton. Like a riding a heavy wave, get too far ahead of it and it will crush you; drop in too late and end up nowhere. Timing is everything.<br /><br />Businesses must invest in products and experiences that satisfy the current unbridled demand and consumer spending.<br /><br />But as Laird Hamilton advises, be aware of what's following from behind – a big counter trend that may lead to an eventual economic downturn. Best to not invest and expand with a mindset that this frothy consumer spending will never end. It will.<br /><br />Just ask Mark Twain.</div>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-48105612137790685902022-01-05T12:31:00.000-08:002022-07-19T17:39:45.456-07:00Dare to be wrong!<!--[if gte mso 9]><xml>
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<!--StartFragment-->
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglBiStUTzm-QrzPqgoKXebw8KwN74Eg7FW2y9zbNPHRVnaC9pm4aOZ8mNl3rWq99-qy8FDA_GtF0BnxPdH9eZmunpx-eGZLr7WQ_lkjlG4lKn9w7zkBhD2iyrSWdrDOgGXWeYULRBBdo74/s1600/Screen+Shot+2017-12-20+at+3.18.25+PM.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="648" data-original-width="850" height="241" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglBiStUTzm-QrzPqgoKXebw8KwN74Eg7FW2y9zbNPHRVnaC9pm4aOZ8mNl3rWq99-qy8FDA_GtF0BnxPdH9eZmunpx-eGZLr7WQ_lkjlG4lKn9w7zkBhD2iyrSWdrDOgGXWeYULRBBdo74/s320/Screen+Shot+2017-12-20+at+3.18.25+PM.jpg" width="320" /></a></div>
<div class="MsoNormal">
<span style="font-size: 12pt;">Those who work with me know one of my favorite
exhortations:</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">Dare to be wrong!</span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;">Take more chances; be more curious; be the catalyst
that helps the team find a better idea. Waiting for the perfect solution is a
sure-fire way to become road kill.</span><span style="font-size: 12pt;"> </span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But my exhortation flies into the headwinds of a culture
that prizes perfection. Management
gurus exhort us to pursue excellence, to move from good to great. Even social media demands that we always
project the most perfect version of our lives.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
My goal for the upcoming year is to spend more time
celebrating “better” instead of “perfect.” <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
I thought about this recently after speaking to a group of
college students who are considering a career in marketing communications. One student sent me a follow up note asking
this question: <i>“Has there ever been a
time where you had to execute a project that didn’t turn out as successful as
you had imagined? If so, how were you able to bounce back from that?”</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Packed deep within her question was the assumption that in
business, let alone in life, we are expected to succeed every time and that
failure is, well, a failure. My response
was simple: you will likely fail more than you will succeed, and that this is part of the process of gaining knowledge and experience, each project, each
day, each year.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Getting better is a noble pursuit. Life is a journey of learning. So, too, is business.<o:p></o:p></div>
<div class="MsoNormal">
<br />
Practitioners of Design Thinking embrace the principle of rapid prototyping over waiting to build a perfect representation of an idea. (Microsoft’s CEO Satya Nadella is working to shift his company’s culture from one of <i>know-it-all</i> to one that values <i>learn-it-all</i>.)</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It’s not innovation that sets Silicon Valley apart from
other centers of technological development—it’s a willingness to iterate toward an ever better idea.<o:p></o:p><br />
<br />
Sony and Toyota, two marketers I’ve had the good fortune to work with, are dedicated to the Japanese philosophy of <i>Kaizen</i>, which means to “change for the better.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Digital marketing teams everywhere pursue <i>optimization</i>, which if you think about,
is simply Kaizen – learning how to continuously improve the outcomes of
our work, then do so again tomorrow and the day after that as well. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Colin
Powell, a retired four-star general and secretary of state, has a rule of thumb
about making tough decisions. Every time you face a tough decision you should
have no less than 40% and no more than 70% of the information you need. If you move forward with less than 40% of the
information, you’re shooting from the hip. If you wait until you have 70% of the
information, the opportunity will likely pass.
(Increasingly true as markets, customer behaviors, and
competitors are changing faster than ever.)<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Too many times I see people in meetings who I know have a
point of view, yet are afraid to offer it up because they’re not certain their
idea is right. I’ve learned over time
that ideas are usually born out of a collision between two seemingly opposing
or disparate ideas. In daring to be
wrong – daring to offer up your idea – you serve as a catalyst to
help others uncover an even bigger idea as they challenge and build upon your
point of view.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So, here’s to 2022.
It doesn’t have to be the best year ever, just a better year. One in which we celebrate continuous learning
and growth. One in which we dare to be
wrong.<o:p></o:p></div>
<!--EndFragment-->David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-21929356529827205442021-04-06T11:30:00.000-07:002022-07-19T17:41:36.166-07:00"Remember when"...I could have been a billionaire.In April, 2011 Facebook launched Timeline to enable us to chronologically categorize photos and events.<br />
<div>
<br /></div>
<div>
In September, 2008 I scribbled this idea in an old journal that I recently stumbled upon: <i>Create a website called "Remember When" – a chronological scrapbook of the moments in your life. </i> </div>
<div>
<br /></div>
<div>
Yes, I had invented Timeline nearly three years before Facebook. No, I did not do anything with the idea beyond writing it down in an apparent plot to torment my future self.</div>
<div>
<br /></div>
<div>
At the time I was inspired by the insight that many of us have a running stream of memories and events that are sometimes fuzzy on dates and details. Was it in 5th grade or 6th that I took that camping trip with my childhood friend Mike Harris? Was that memorable guys reunion trip to Vegas (that we really should not remember) in 2002 or 2003? In what year did I spar with Muhammad Ali on the back of that plane? Was the drunken Barney the Dinosaur at Lauren's 4th or 5th birthday party?</div>
<div>
<br /></div>
<div>
The idea was based on a wizard that would prompt and post memories along a timeline so that over time you could see the story arc of your life. It would include multiple views into your life's chronology – through events or photos or pop culture milestones.</div>
<div>
<br /></div>
<div>
I also wrote about a community of friends posting recollections of shared memories, with an ability to overlay a friend's timeline on your own (what were you doing when I was doing...). What kills me most is this next notation: <i>include a way to alert friends when you post a memory that includes them. </i></div>
<div>
So the moral of the story is this: If you can dream it you can do it. And if you do it...secure the legal rights before Mark Zuckerberg does. </div>
<div>
<br /></div>
<div>
<br /></div>
David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-28960846862993989142021-02-09T16:50:00.003-08:002023-01-12T16:06:40.942-08:00The Future of Marketing is Human.<!--[if gte mso 9]><xml>
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<div class="MsoNormal">
<span face=""arial" , "helvetica" , sans-serif">A while back I visited the Museum of Failure in Los Angeles. Seriously,
this is a real thing–– a pop-up museum showcasing decades of really bad
marketing ideas. My personal favorite? Gerber Singles––meals in a jar
targeted at young adults who didn’t have time to cook. And as we know,
nothing says your life sucks more than eating dinner in a jar…from a baby food
brand.</span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">This
experience jolted me into thinking about how marketers, no matter how well-intentioned,
can become better equipped to embrace change and avoid being showcased in the
Museum of Failure.</span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">We’re
living in a period of unprecedented change. Massive demographic shifts. Shifting
cultural norms. Media fragmentation. New technologies. The power
of data. Low barriers to entry. New business models disrupting the
status quo. <o:p></o:p></span><br />
<span face=""arial" , "helvetica" , sans-serif"><br /></span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">Change
is simply the new normal. The marketers that succeed will be those that
quickly adapt, developing the skills to rapidly test, learn and
iterate. Being open to change isn’t a best practice, it’s a survival
skill. (As has been said, if you don’t like change, you’ll like
irrelevance even less!)<o:p></o:p></span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif"><u><span style="border: 1pt none; padding: 0in;">The
most exciting part of where marketing is heading is what we are returning to.</span></u> We’re moving past the phase of
being dazzled by shiny new marketing technologies, applying them simply because
we can. We’re remembering that on the other side of that screen, those VR
goggles, or holding the mobile app…<u>there is a human being.</u> <o:p></o:p></span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">Human
Centered Design, and by extension, Human Centered Marketing, starts with
genuine empathy. Human centered marketers don’t draw inspiration from the
latest technologies. They draw inspiration from people. They develop
an empathetic understanding of their journey, needs, and aspirations.</span></div><br />
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<span face=""arial" , "helvetica" , sans-serif">This is not about
going analog. Far from it! Data and marketing technologies give us
more ways to be more relevant and personalized to customers. Addressable
TV enables us to use Mass Media as 1:1 marketing. First party data
segmentation enables us to personalize at scale. Machine Learning helps
technology be more intuitive. (Just ask Alexa.) Data provide the
ability to better understand people––how they’re alike, how they’re unique, how
we can help them.<o:p></o:p></span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">But
we know, too, that there is a dark side to technology, to social media, to
seeing humans as algorithms. We are witnessing an erosion of trust
concurrent with an increase in isolation, social bubbles, and stress.<o:p></o:p></span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif"><u><span style="border: 1pt none; padding: 0in;">This
is why I've embraced a simple truth: what’s true in life should be true in
marketing</span></u>. If a
marketer hopes to build lasting customer relationships, it must first earn the
customer’s trust. Empathy is how we build trust in our personal
relationships. So, too, in marketing. <o:p></o:p></span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">Empathy
is different than being customer driven. (Hey, simply being customer
driven leads to dinners in a jar for time-starved young adults!) Empathy is the
ability see the world through another person’s eyes…to truly understand their
experience by standing in their shoes.<o:p></o:p></span></div>
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<span face=""arial" , "helvetica" , sans-serif">Practitioners
of Human Centered Design start by putting aside preconceived ideas and instead
focus on understanding the people they are designing for. It involves
discovering what people are trying to accomplish; how they want to feel; their
unarticulated needs; their pain points. Successful marketers increasingly
understand that true customer empathy is a source of differentiation.<o:p></o:p></span></div>
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<span face=""arial" , "helvetica" , sans-serif">We
see signals pointing to the future of marketing in many of the disruptive
marketing frameworks that take a human centered approach to helping people
accomplish goals. <o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy5gwF3QOhFqHXWcqOyF0YpTX9DtgYqFxMEU5Gl-JsAfG2dK-5t76NcY3FCWvidOpnLnW_Rsa2DV5gGkxTbQSCUbtHq84fMBoOSc_PsOG10Ki0I4j1xm9oAhkpCX1GP1Rx6E6DFEiMZTmf/s1600/Screen+Shot+2018-11-04+at+1.17.14+PM.png" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="176" data-original-width="242" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy5gwF3QOhFqHXWcqOyF0YpTX9DtgYqFxMEU5Gl-JsAfG2dK-5t76NcY3FCWvidOpnLnW_Rsa2DV5gGkxTbQSCUbtHq84fMBoOSc_PsOG10Ki0I4j1xm9oAhkpCX1GP1Rx6E6DFEiMZTmf/s1600/Screen+Shot+2018-11-04+at+1.17.14+PM.png" /></a><span face=""arial" , "helvetica" , sans-serif"><b style="mso-bidi-font-weight: normal;"><u><span style="border: 1pt none; padding: 0in;">Direct-to-Customer Marketers</span></u></b> such Casper, Warby Parker and Carvana
are disrupting categories by uncovering unarticulated needs and designing new
experiences that are convenient, friction-free and personalized. (DTC
marketers have the added advantage of capturing 1st Party Data, enabling them
to maintain ongoing relationships with their customers.) <o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeLxh9PaGf5yLXZv3m5Lb5e_u1erIq3L8Q4pclK6snv82ioMOC1kTYDlJKQcVxAdeob2j1Lbr6I47cYqDT4oKwS7cMebQGxEhrJrHZV6fb1NF2PujJIgnsoB29aEfTVEhUVTcDIyy-zUrH/s1600/Screen+Shot+2018-11-04+at+1.18.18+PM.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="160" data-original-width="258" height="124" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjeLxh9PaGf5yLXZv3m5Lb5e_u1erIq3L8Q4pclK6snv82ioMOC1kTYDlJKQcVxAdeob2j1Lbr6I47cYqDT4oKwS7cMebQGxEhrJrHZV6fb1NF2PujJIgnsoB29aEfTVEhUVTcDIyy-zUrH/s200/Screen+Shot+2018-11-04+at+1.18.18+PM.png" width="200" /></a><span face=""arial" , "helvetica" , sans-serif"><b style="mso-bidi-font-weight: normal;"><u><span style="border: 1pt none; padding: 0in;">Subscription Marketers</span></u></b>, similar to DTC brands, solve real
customer pain points yet have the added benefit of continuously learning how to
personalize the experience. Stitch Fix learns more about its customers
each month based on what clothing they return or keep. Netflix uses
machine learning to understand what we like to binge. And in a surprising
move, John Hancock recently announced it will only underwrite “interactive
insurance” policies for customers who agree to share health data from their
wearable device. (Subscription models have a huge financial benefit to
these marketers, generating a more predictable revenue stream and greater
lifetime value per customer.)<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCmGlVGLq8inPTX40h4eleCEZ0s7e3YPzovhhTM3NQPZJSZxqZZkLLLQzV4GKSm4BFrKUfOduwj4ThfhEmAivap4KEtu5Zu28_kEaOu7S6BzLWbM_pdozRD-IIBgoNpMry_Ty6l7BInLm4/s1600/Screen+Shot+2018-11-04+at+1.19.44+PM.png" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="90" data-original-width="356" height="80" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCmGlVGLq8inPTX40h4eleCEZ0s7e3YPzovhhTM3NQPZJSZxqZZkLLLQzV4GKSm4BFrKUfOduwj4ThfhEmAivap4KEtu5Zu28_kEaOu7S6BzLWbM_pdozRD-IIBgoNpMry_Ty6l7BInLm4/s320/Screen+Shot+2018-11-04+at+1.19.44+PM.png" width="320" /></a><span face=""arial" , "helvetica" , sans-serif"><b style="mso-bidi-font-weight: normal;"><u><span style="border: 1pt none; padding: 0in;">Mobile 1st Marketers</span></u></b> use mobile as a business strategy,
not a media channel. Mobile 1st businesses apply Human Centered Design to
understand the customer journey, especially the unarticulated pain points, and
use mobile to help people accomplish tasks. Delta has done a brilliant job
of this, even down to solving the latent anxiety felt by many travelers who
worry whether their bag was successfully loaded on the plane. Domino’s is
also embracing a Mobile 1st approach, not just with their Pizza Tracker, but
now with the launch of Domino’s Hot Spots nationwide.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5E_fHCwFoClvBNIaSrl3PrJICdIYelbNQz8Qd8USu4vf2DlChuog-Gq_x-oMXxm8KBmpPnEDUGqHpBSTYdB6lKM4upzPaIjGDDf2CeJDsv5vckBvOJICVgKar0O80Ui82zQaSVFsls7jo/s1600/Screen+Shot+2018-11-04+at+1.19.59+PM.png" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="142" data-original-width="196" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5E_fHCwFoClvBNIaSrl3PrJICdIYelbNQz8Qd8USu4vf2DlChuog-Gq_x-oMXxm8KBmpPnEDUGqHpBSTYdB6lKM4upzPaIjGDDf2CeJDsv5vckBvOJICVgKar0O80Ui82zQaSVFsls7jo/s1600/Screen+Shot+2018-11-04+at+1.19.59+PM.png" /></a><span face=""arial" , "helvetica" , sans-serif"><b style="mso-bidi-font-weight: normal;"><u><span style="border: 1pt none; padding: 0in;">Purpose-Driven companies</span></u></b> are human centered, but in a
different way. Brands such as Tom’s, Chobani and Dove aren’t listening to
customers to figure out how to be more relevant. They are guided by a
clear sense of purpose about making the world a better place. They operate
as a force for positive change and attract people who share that same
belief. (Research increasingly shows a growing number of customers will
consider a brand’s stand on social issues before making a choice.)<o:p></o:p></span></div>
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<span face=""arial" , "helvetica" , sans-serif">As
I said at the start, change is simply the new normal. <u><span style="border: 1pt none windowtext; mso-border-alt: none windowtext 0in; padding: 0in;">The most exciting change in marketing is how, in an increasingly
digital age, we are returning our focus to the human experience.</span></u> We’re
remembering a timeless human lesson: To build lasting customer
relationships, we must first earn the customer’s trust by designing experiences
inspired by genuine human empathy.<o:p></o:p></span></div>
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<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span face=""arial" , "helvetica" , sans-serif">Because
what’s true in life, is true in marketing.</span></div>
David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-33382099706203593742020-01-13T09:23:00.004-08:002023-01-12T16:07:10.901-08:00Fear and loathing in Las Vegas - CES 2020<!--[if gte mso 9]><xml>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr2K_u5-DCEHEFMxVUrGnR_Ay3vQQwpOamJE4MRgDdTWbBRCwoCrF5SPshpuLhObGFEb_zomjqceVkNSRHX0bl8v4_i7SB9KMr_n8d1J_6juDaGe5KFGtQZllV-r_KxwFnh7k2fbC4Hhy5/s1600/960x0.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="639" data-original-width="960" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr2K_u5-DCEHEFMxVUrGnR_Ay3vQQwpOamJE4MRgDdTWbBRCwoCrF5SPshpuLhObGFEb_zomjqceVkNSRHX0bl8v4_i7SB9KMr_n8d1J_6juDaGe5KFGtQZllV-r_KxwFnh7k2fbC4Hhy5/w400-h266/960x0.jpg" width="400" /></a></div>
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">We</span><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">
live in a world in which culture moves at the speed of technology. Each big
advancement – the internet, search, mobile, wifi – has liberated us
from what had been holding us back. </span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">CES
offers marketers a time to sift through the noise and find the signals pointing to how
people are feeling and how behavior may change in the near future.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">So
how are we feeling? Well, it appears we’re more than a tad mistrustful. </span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">The
optimism of tech is being overshadowed by its darker side – an increasingly
complex algorithm that divides and perpetuates bias; social platforms that
allow falsehoods to pose as truth; screens that foster an aversion to making
actual human contact. </span><br />
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">We don't need to attend CES to know this. </span><span style="font-size: 12pt;">What
I did take away from CES is that our mistrust extends beyond tech to the world
around us. Ironically, we're turning to tech to protect us from the ills we sense
in society.</span></span></div>
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">The
home and health categories, in particular, conveyed interesting signals about how
people are feeling as seen through the lens of a range of consumer segments and
brands. </span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
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<b><span style="border: 1pt none; color: #e69138; font-family: "helvetica"; font-size: 18pt; padding: 0in;">If
I were to write the movie trailer for CES, it might read like this: <i>“In
a world that feels dangerous, dirty and difficult, a world in which people no
longer trust institutions to solve problems, heroes are taking charge to make
their world better.”</i></span></b><b><span style="font-family: "helvetica"; font-size: 18pt;"><o:p></o:p></span></b></div>
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<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Here
are three signals I observed:</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
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<b><span style="border: 1pt none; color: black; font-family: "helvetica"; font-size: 15pt; padding: 0in;">The
world feels dangerous, but my home is my personal fortress.</span></b><b><span style="font-family: "helvetica"; font-size: 13.5pt;"><o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br />We've
all heard the old saying that "my home is my castle." Tech brands are
helping us create crocodile-filled moats around our castles. There are more and
more “smart locks”, all following the path paved by <a href="https://blog.ring.com/2020/01/06/ces-2020-ring-unveils-new-devices-and-gives-sneak-preview-of-what-is-to-come-this-year/" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Ring</span></a>, featuring key
codes, security cameras that can be accessed on our phone, even fingerprint
readers.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Tech
is also protecting us from “porch pirates.” The <a href="https://www.youtube.com/watch?v=ATaP7MD7AeE" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Danby Parcel Guard</span></a> is package
locker for our front door, enabling FedEx to place the package in a box that
can only be accessed by the homeowner with a personal security code.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Our
anxiety around personal safety extends beyond home intrusion and theft. Climate
change is is hitting closer and closer to home, with near constant news footage
of flooding, hurricane force winds, and fires. <a href="https://www.hanleywood.com/press-room/new-to-the-us-a-home-resilient-to-natural-disasters-unveiled-by-sekisui-house-woodside-homes-hanley-wood_o" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Woodside Homes</span></a>
showcased new houses that can better withstand natural disasters through new
building techniques and materials. </span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">A
very real anxiety is increasingly felt by an aging population that is
confronting the perils of getting old while living alone at home. <a href="https://addison.care/" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">AddisonCare</span></a> is a virtual caregiver that monitors
activity in the home, medication intake, reads biometrics to create a
“safe-health” home. <a href="https://www.weltcorp.com/" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Welt</span></a> introduced a smart-belt that
can anticipate and help prevent falls among older adults.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
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<b><span style="border: 1pt none; color: black; font-family: "helvetica"; font-size: 15pt; padding: 0in;">The
world is polluted and dirty, but my home is my personal clean-room.</span></b><b><span style="font-family: "helvetica"; font-size: 13.5pt;"><o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Clean-tech
was everywhere. In-home air purification was a major theme, ranging from
wearable air purifiers to a lamp that purifies air in the home.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><a href="https://breezometer.com/accurate-realtime-air-quality-data" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">BreezoMeter</span></a> provides
personalized, hyper-local air quality assessments to give people information to
make better decisions about going outside and reducing exposure to polluted
air.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Technology
is also rescuing us from the bacteria lurking on the many things we touch
throughout the day. <a href="https://www.cnn.com/2020/01/06/cnn-underscored/airsoap-air-purifier-phonesoap-announcement/index.html" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">HomeSoap</span></a> is a very
stylish box that uses UV-C light to disinfect kids toys, TV remotes,
etc. Another of their products, PhoneSoap, is a 10-minute phone charging
box that also uses UV-C to disinfect the item we touch most during the
day. </span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
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<b><span style="border: 1pt none; color: black; font-family: "helvetica"; font-size: 15pt; padding: 0in;">Life
feels difficult and time-starved, but the world inside my home is easy.</span></b><b><span style="font-family: "helvetica"; font-size: 13.5pt;"><o:p></o:p></span></b></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Most
of us have experienced how voice assistants make the complex feel
effortless. This same effortless living is being enabled by a wide range
of technologies. </span><span style="font-size: 12pt;">For example, </span><a href="https://www.cnet.com/news/viaroom-home-uses-ai-learning-to-predict-smart-home-activity/" style="font-size: 12pt;" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">ViaRoom</span></a><span style="font-size: 12pt;"> uses AI to
learn behaviors and automate the home environment, including appliances,
climate, shades and lights. </span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Looking
well beyond web-connected kitchen appliances, <a href="https://www.youtube.com/watch?v=joo3ikFS0j0" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Samsung</span></a> is designing kitchen
counters with robotic arms to help chop and prep, and also applying AI to help
plan meals and monitor nutrition.</span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="font-family: helvetica;"><span style="color: black; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Activities
that require us to spend time driving somewhere else, e.g., visiting a doctor,
can be done on our schedule from home. <a href="https://www.medgadget.com/2020/01/ces-2020-eyeque-at-home-eye-exams.html" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">EyeQue</span></a> provides
vision exams through your smartphone. <a href="https://www.ces.tech/Innovation-Awards/Honorees/2020/Honorees/M/MedWand.aspx" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">MedWand</span></a> enables your
doctor to provide <u>physical</u> examinations over the internet. </span><span style="mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">And
in the battle against a stressful world, restorative sleep seems to be our new
weapon of choice. <a href="https://www.cnet.com/news/ces-2020-sleep-tech-all-the-products-that-will-help-you-sleep-better/" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Sleep-tech</span></a> had a
huge presence at CES. <a href="https://www.usa.philips.com/c-e/smartsleep/deep-sleep-headband.html" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Philips</span></a> showed a
deep-sleep headband. <a href="http://www.sleepace.com/" target="_blank"><span style="border: 1pt none; color: #665ed0; font-size: 15pt; padding: 0in;">Sleepace</span></a> can measure our heart
rate, breathing, movement, and ratios of light vs deep sleep to optimize sleep
through lighting, smart beds, etc. All of this follows in the footsteps of
Sleep Number.</span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 3; vertical-align: baseline;">
<span style="font-family: helvetica;"><b><span style="color: black; font-size: 13.5pt;"><br /></span></b>
<b><span style="color: black; font-size: 13.5pt;">So
what should a marketer do?</span></b><b><span style="font-size: 13.5pt;"><o:p></o:p></span></b></span></div>
<span style="font-family: helvetica;"><br />
</span><div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 6"/>
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<span style="font-family: helvetica;"><span style="background-color: white;">It
has never been more timely for marketers to earn trust from the customers they
serve. </span><br />
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<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
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<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">Research has been showing a growing mistrust of many institutions,
including government, tech companies, social media and some forms of organized
religion. This was on full display at CES. </span></div>
<div class="MsoNormal" style="background: white; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; vertical-align: baseline;">
<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
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<span style="color: black; font-family: helvetica; mso-color-alt: windowtext; mso-fareast-font-family: "Times New Roman";">But we also saw a way forward.
Companies can earn trust through genuine empathy backed by <u>real</u>
solutions – human-centered products and services that empower people to take
matters into their own hands to create a safer, cleaner and easier world for
themselves and the people they care about.</span><span style="font-family: "times new roman" , serif; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
<!--EndFragment-->David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-77602849914908647002018-08-08T08:53:00.000-07:002018-08-12T16:55:56.066-07:00#SeeHer<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVQNkoR85HEfsd-6ipQGptx4iqLTUlnryywcy_QbfHk6a5L-pFTbSMWxs8JzN9VGSoMx3-Fhn-uA8zB5hTdJRZjy5DBqhU1b1ZWuHGBaD7527cBqDE2zudpavFYxWW6zlzFR1zANBFmoz-/s1600/Screen+Shot+2018-08-08+at+11.26.56+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="468" data-original-width="788" height="237" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVQNkoR85HEfsd-6ipQGptx4iqLTUlnryywcy_QbfHk6a5L-pFTbSMWxs8JzN9VGSoMx3-Fhn-uA8zB5hTdJRZjy5DBqhU1b1ZWuHGBaD7527cBqDE2zudpavFYxWW6zlzFR1zANBFmoz-/s400/Screen+Shot+2018-08-08+at+11.26.56+AM.png" width="400" /></a></div>
<br />
<br />
Earlier in my career I was part of the team at Ogilvy that helped American Express create its first-ever campaign targeting women. The platform was simple: show self-fulfilled women as independent and positive role models using the American Express Card to live a more interesting life. Soon after, the number of female applicants doubled. The campaign was even featured in a documentary that aired on PBS showing best practices in marketing to women. (The oddest part of the documentary experience was having to recreate the creative presentation. We all said really smart things the second time around.)<br />
<br />
Fast forward to today, a time when women make or influence around 85% of purchases, yet often do not identify at all with the women they see in advertising. Worse than perpetuating a marketing problem, we're unconsciously perpetuating a cultural problem in the media.<br />
<br />
Studies show that unconscious bias is formed as early as five years old, as this #RedrawTheBalance video illustrates so powerfully.<br />
<br />
<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/kJP1zPOfq_0" width="560"></iframe><br />
<br />
Today, the teams at Ford and GTB attended the #SeeHer bootcamp, hosted by @ShellyZalis and the ANA. It's eye-opening. Shelley's insights are candid, fact-based, and actionable. I highly encourage all marketers and their agency partners to go through this experience and learn more about how to use the <a href="http://adage.com/article/print-edition/ana-aims-standardize-gender-equality-ads/308337/" target="_blank">ANA's GEM Score</a>.<br />
<br />
Doing so simply leads to smarter marketing and better results. Case studies from HP and AT&T show that overall recall, persuasion and effectiveness substantially increase when women and young girls are presented respectfully, appropriately and as a positive role model.<br />
<br />
We were happy to learn that the GEM Scores for the advertising created by GTB for Ford exceeds the automotive average. But being better than average is not our goal. Now we have a path forward to do even better.David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-5307832388429572172018-06-19T17:14:00.000-07:002018-06-19T17:17:19.057-07:00I am not at Cannes.<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaQ87S2NEJGwEzVbRio5WVz2N4gS85-8tQKh0CVEWlLX80wWLj2AyOVVmzouIjNfZDvIhGYTWSKloHgs3sDgXXU3kVqoprtWXsnNjRfE6uXKYfSyiddH-B_8BiMw_2pEUhd5FvrJzIMUcp/s1600/images-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="167" data-original-width="301" height="221" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaQ87S2NEJGwEzVbRio5WVz2N4gS85-8tQKh0CVEWlLX80wWLj2AyOVVmzouIjNfZDvIhGYTWSKloHgs3sDgXXU3kVqoprtWXsnNjRfE6uXKYfSyiddH-B_8BiMw_2pEUhd5FvrJzIMUcp/s400/images-1.jpg" width="400" /></a></div>
<span style="font-size: 15.0pt;"><br /></span>
Nor are any
of my colleagues. </div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;"><br /></span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;">Instead we are in conference rooms reviewing mobile shopping metrics to find clues for creating a better customer journey. </span><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">(People had bottles water and Diet Coke, but not a single glass of rosé.)</span></em></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;"><br /></span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;">We're having </span><span style="white-space: pre-wrap;">daily stand-ups, going through heat maps to spark ideas to improve the online </span><span style="white-space: pre-wrap;">customer experience. </span><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">(Nobody was in beach sandals. Nor, thankfully, </span></em><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">speedos.) </span></em></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;"><br /></span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;">We are brainstorming </span><span style="white-space: pre-wrap;">ways to use data and adtech to deliver personalization at scale. </span><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">(Cool, e</span></em><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">uro-looking sunglasses were not required.)</span></em></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;"><br /></span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;">We are working </span><span style="white-space: pre-wrap;">with clients, debating campaigns briefs, attending Human Centered Design s</span><span style="white-space: pre-wrap;">essions, collaborating on social video content, and having some laughs along </span><span style="white-space: pre-wrap;">the way. </span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;"><br /></span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;">I view Cannes </span><span style="white-space: pre-wrap;">as part of the past, and gatherings such as TED, CES, SxSW representing what's </span><span style="white-space: pre-wrap;">happening now. Although one day, even these events may become Cannes-like.</span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;"><br /></span></div>
<div style="vertical-align: baseline;">
<span style="white-space: pre-wrap;">This is not </span><span style="white-space: pre-wrap;">Cinderella venting about not going to the ball. This is celebrating how </span><span style="white-space: pre-wrap;">fortunate I feel to work with people who are defining the future of marketing. </span><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">(I’ll </span></em><em style="background-position: 0px 0px; box-sizing: border-box; outline: 0px; white-space: pre-wrap;"><span style="border: 1pt none; font-family: "georgia" , serif; padding: 0in;">drink to that. In fact, make it a chilled rosé from the south of France!)</span></em></div>
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<br /></div>
<!--EndFragment--><br />David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-7634082410895222572017-08-22T07:09:00.001-07:002023-01-12T16:07:28.318-08:00#HowAdvertisingWorks (on me) – New Balance <div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">I haven’t owned a pair of New
Balance shoes since the ‘90s.<span style="mso-spacerun: yes;"> </span>They were
my starter “premium” sneakers. <o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">Over time I traded up to
“real” running shoes.<span style="mso-spacerun: yes;"> </span>First Brooks; now
Asics.<span style="mso-spacerun: yes;"> </span>New Balance was relegated to a
distant, dated, and dusty folder in my consideration set.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">I recently re-experienced New
Balance, by accident, when I stayed at a Westin and took advantage of the
hotel’s Workout Gear Lending Program, in which they lend guests fresh, clean
workout gear if you forget to pack right. I was pleasantly surprised.<span style="mso-spacerun: yes;"> </span>They looked and felt great.<span style="mso-spacerun: yes;"> </span>New Balance had rediscovered its design and
performance mojo.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">Later that same week I was out
for a run when a guy blew by me (not hard to do) wearing a snazzy pair of
electric blue running shoes.<span style="mso-spacerun: yes;"> </span>Sure
enough, he was wearing New Balance.<span style="mso-spacerun: yes;"> </span>I
doubt I would have registered the brand name if not for my experience at the
Westin.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">A few days later I noticed an
ad for New Balance while flipping through Wired.<span style="mso-spacerun: yes;"> </span>I'm quite sure that New Balance ads have been
trying to get my attention for years. But its ads were invisible to me because
our brain is the original spam blocker. My first-hand experience made me
notice the ad.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">The insight:<span style="mso-spacerun: yes;"> </span>If a customer knows they don't like prunes,
running ads to make prunes seem hip and cool isn't likely to work. <span style="mso-spacerun: yes;"> </span>Sampling the all-new lemon-zest prunes at my
grocery store will likely be more effective.<span style="mso-spacerun: yes;">
</span>If tasty, I may then actually notice and “consume” your ad.<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: inherit;"><br /></span></div>
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<br />
<span style="font-family: inherit;">When repositioning a brand,
showcase new behaviors, not just new brand messages. Customers judge
brands by what they do, not simply by what they say. <span style="mso-spacerun: yes;"> </span>Create experiences that allow them to reach
their own conclusion — e.g., sampling, public displays, VR experiences,
trusted peer reviews. This sets up the advertising to reinforce these
newly formed perceptions.<span style="mso-spacerun: yes;"> </span></span><br />
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "calibri"; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;"><span style="font-family: inherit; mso-spacerun: yes;"><br /></span></span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;"><span style="font-family: inherit;">#HowAdvertisingWorks</span></span></div>
David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-90291884707918735032017-08-15T04:46:00.001-07:002023-01-12T16:07:41.520-08:00#HowAdvertisingWorks (on me) – Range Rover Velar<span style="background-color: white; color: rgba(0, 0, 0, 0.7); font-family: "Source Sans Pro", Helvetica, Arial, sans-serif, "Hiragino Kaku Gothic Pro", Meiryo, "Hiragino Sans GB W3", "Noto Naskh Arabic", "Droid Arabic Naskh", "Geeza Pro", "Simplified Arabic", "Noto Sans Thai", Thonburi, Dokchampa, "Droid Sans Thai", "Droid Sans Fallback", -apple-system, ".SFNSDisplay-Regular", "Heiti SC", "Microsoft Yahei", "Segoe UI"; font-size: 15px; white-space: pre-wrap;">I recently was flipping through Automobile Magazine and came across an article about the new Range Rover Velar. It's stunning. Hadn’t heard of it before seeing that article. Today, the Velar was in my Facebook newsfeed. Remembering the article, I clicked into the content to see a 360-degree view.
The insight: Awareness leading directly to engagement, without the help of any mass advertising. Planning earned media in sync with paid media can be a strong integration. Earned media adds third-party credibility.</span><br />
<span style="background-color: white; color: rgba(0, 0, 0, 0.7); font-family: "Source Sans Pro", Helvetica, Arial, sans-serif, "Hiragino Kaku Gothic Pro", Meiryo, "Hiragino Sans GB W3", "Noto Naskh Arabic", "Droid Arabic Naskh", "Geeza Pro", "Simplified Arabic", "Noto Sans Thai", Thonburi, Dokchampa, "Droid Sans Thai", "Droid Sans Fallback", -apple-system, ".SFNSDisplay-Regular", "Heiti SC", "Microsoft Yahei", "Segoe UI"; font-size: 15px; white-space: pre-wrap;"><br /></span>
<span style="background-color: white; color: rgba(0, 0, 0, 0.7); font-family: "Source Sans Pro", Helvetica, Arial, sans-serif, "Hiragino Kaku Gothic Pro", Meiryo, "Hiragino Sans GB W3", "Noto Naskh Arabic", "Droid Arabic Naskh", "Geeza Pro", "Simplified Arabic", "Noto Sans Thai", Thonburi, Dokchampa, "Droid Sans Thai", "Droid Sans Fallback", -apple-system, ".SFNSDisplay-Regular", "Heiti SC", "Microsoft Yahei", "Segoe UI"; font-size: 15px; white-space: pre-wrap;">#HowAdvertisingWorks</span>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-13918656124796079742017-08-14T03:00:00.000-07:002017-08-14T08:51:57.296-07:00#HowAdvertisingWorks (on me) – Advil Gel Minis<div class="MsoNormal">
I’ve been fighting a cold and have been a frequent visitor to CVS. While reaching for a box of Advil, I accidentally picked up a box of Advil Gel Minis. Hadn’t heard anything about these mini pills, so I put them back. I wasn’t sure it would deliver the same dosage as the regular pill. Yesterday I was leafing through Rolling Stone and came across an ad for these Gel Minis. My experience at CVS triggered me to take notice. Yep, same dosage as the big capsule. Next time I’m at CVS, I’ll get the Advil Gel Minis.<br />
<br />
The insight: Advertising is often actively consumed by its audience. I notice bank ads when I'm shopping a mortgage. Or car ads if my lease is coming due. I noticed this Advil ad because I have a cold, and because I had a previous triggering experience.<span style="font-size: 12pt;"> </span><br />
<span style="font-size: 12pt;"><br /></span>
<span style="font-size: 12pt;">#HowAdvertisingWorks </span></div>
David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-35785688909196533932017-08-13T18:23:00.002-07:002017-08-14T08:52:13.899-07:00#HowAdvertisingWorks (on me).<!--[if gte mso 9]><xml>
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<span style="font-family: "calibri"; font-size: 12.0pt;"><span style="background-color: white; color: rgba(0 , 0 , 0 , 0.7); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;">I’ve decided to note and document the ways in which marketing communications influences me. Some of these insights may seem simple. And in a way, that's the point. </span></span><br />
<span style="font-family: "calibri"; font-size: 12.0pt;"><span style="background-color: white; color: rgba(0 , 0 , 0 , 0.7); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;"><br /></span></span>
<span style="font-family: "calibri"; font-size: 12.0pt;"><span style="background-color: white; color: rgba(0 , 0 , 0 , 0.7); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;">We overthink advertising in boardrooms. We put the weight of the entire campaign on the shoulders of a single piece of content, forgetting how elements work together, and how triggers work in the customer's mind. </span></span><br />
<span style="font-family: "calibri"; font-size: 12.0pt;"><span style="background-color: white; color: rgba(0 , 0 , 0 , 0.7); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;"><br /></span></span>
<span style="font-family: "calibri"; font-size: 12.0pt;"><span style="background-color: white; color: rgba(0 , 0 , 0 , 0.7); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;">Stay tuned. Would enjoy hearing examples from others.</span> </span><br />
<span style="font-family: "calibri"; font-size: 12.0pt;"><br /></span>
<span style="font-family: "calibri"; font-size: 12.0pt;">#HowAdvertisingWorks</span><!--EndFragment-->David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-7856230595485604752017-07-27T13:26:00.000-07:002017-08-02T13:30:04.011-07:00A new platform for the oldest form of communicating.I was excited today to help co-host Ford Motor's Marketing Innovation Day because it focused on one of my favorite marketing topics – storytelling.<br />
<br />
I've long believed in the power of storytelling. Stories convey meaning. And meaning trumps information. Maya Angelou captured this so well when she said that "people will forget what you said, forget what you did, but they will never forget how you made them feel." <br />
<br />
And that's what is at the heart of storytelling. Storytelling helps us to digest information because it connects information to emotions, and to connect us to each other.<br />
<br />
What's old is new again, thanks to "Stories" on Facebook and Instagram. Our most ancient form of communicating has found a new form of expression. Traditional IF and FB posts tend to only show the highlights of our day. Stories, by contrast, are spontaneous: a more authentic snapshot of a story as it is happening, unedited and not curated.<br />
<br />
According to TechCrunch, there were 100 million active users of IG stories within two months of its release.<br />
<br />
This is a great opportunity for marketers to engage through deeper and more immersive stories - e.g., placing the brand out in the real world without the slick hand of Madison Avenue; bringing customers "behind the scenes" for an upcoming product launch; even showcasing origin stories and sources of inspiration from the company's designers or engineers.<br />
<br />
Here's <a href="http://www.wikibranding.net/search/label/storytelling" target="_blank">a link to some more perspectives</a> on the power of storytelling.<br />
<br />
<br />David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-21349222299813291082017-06-21T04:19:00.000-07:002017-06-21T04:19:03.961-07:00Wikibranding driving online brand activism.<span style="font-family: inherit;">Ten years ago I <a href="http://www.wikibranding.net/search/label/wikibranding?updated-max=2007-09-27T12:17:00-05:00&max-results=20&start=20&by-date=false" target="_blank">coined the term Wikibranding</a> when it occurred to me that social media would cause brands to become increasingly crowd-defined. Ten years later, The NY Times has reached the same conclusion. :)</span><div>
<span style="font-family: inherit;"><br /></span></div>
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<span style="font-family: inherit;"><a href="https://www.nytimes.com/2017/06/21/technology/how-battling-brands-online-has-gained-urgency-and-impact.html?hp&action=click&pgtype=Homepage&clickSource=story-heading&module=first-column-region&region=top-news&WT.nav=top-news&_r=0" target="_blank">From today's article</a>: <i> "Social media is the new TV. In the era when television shaped mainstream consumer sentiment, companies enjoyed enormous power to alter their image through advertising. Then came the internet, which didn’t kill advertising, but did dilute its power. Brands now have little say over how their messages get chewed up through our social feeds. Yes, they can run ads on Facebook, Twitter, Snapchat and everyplace else. But social media elevates consumers over corporate marketing; suddenly what matters isn’t what an ad says about a company, but what your friends think about that company."</i></span></div>
David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.comtag:blogger.com,1999:blog-7071188653941075297.post-40191737704044539972017-04-24T14:35:00.000-07:002017-08-03T10:13:48.836-07:00Ford vs Tesla.<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;">Insightful assessment of Tesla vs Ford. From a financial standpoint, Ford has had five straight years of profits amounting to over $24 billion, while Tesla's losses total $2.2 billion over this same period. </span><br />
<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;"><br /></span>
<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;">From a product standpoint, Ford's Fusion Hybrid is now outselling the Prius. (Plus, Ford is investing $4.5B to create 13 electric vehicles over the next several years.) </span><br />
<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;"><br /></span>
<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;">Do I admire Tesla and Elon Musk? Absolutely. And I admire even more seeing a 114 year old company reinvent its future.</span><br />
<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;"><br /></span>
<span style="background-color: white; color: rgba(0 , 0 , 0 , 0.701961); font-family: "source sans pro" , "helvetica" , "arial" , sans-serif , "hiragino kaku gothic pro" , "meiryo" , "hiragino sans gb w3" , "noto naskh arabic" , "droid arabic naskh" , "geeza pro" , "simplified arabic" , "noto sans thai" , "thonburi" , "dokchampa" , "droid sans thai" , "droid sans fallback" , , ".sfnsdisplay-regular" , "heiti sc" , "microsoft yahei" , "segoe ui"; font-size: 15px; white-space: pre-wrap;"><a href="https://seekingalpha.com/article/4065034-ford-vs-tesla" target="_blank">Here's the article.</a></span>David Murphyhttp://www.blogger.com/profile/11053085551591595032noreply@blogger.com