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Business Is Personal

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business-is-personal

Let’s face it. People are sick and tired of being treated as part of a generalized customer segment. After all, we’re individuals with different values and interests. We want to take a stand on important issues and will choose companies that reflect and support them. We don’t want to receive boneheaded marketing messages that expose a brand’s cluelessness about us.

Most importantly, we want to feel special. Read More

Is the Great Resignation Giving Rise to the Entrepreneur?

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Great-Resignation
Wharton management professor Jacqueline “Jax” Kirtley isn’t making any predictions about when or how the Great Resignation will end.

Nearly 4.3 million Americans quit their jobs in August, the highest number on record since the government began collecting data 20 years ago. The quit rate coincides with a dramatic surge in applications for new businesses since the COVID-19 pandemic began, mostly for sole-proprietor ventures. Read More

Inside Mark Zuckerberg’s metaverse, how will the world of advertisements look?

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A new video by Inspired by Iceland pushes back against experiencing life through the "metaverse," as described by Mark Zuckerberg during Facebook's rebranding to Meta on Thursday, Oct. 28, 2021.

 

Imagine at a point in the near future, you are taking your daily trip through the metaverse when you encounter Colin Kaepernick. It’s not the flesh-and-blood Colin Kaepernick, but a digital avatar of the former NFL star. As you interact with Kaepernick, Nike, Kaepernick’s sponsor, becomes part of the experience. Whether you’re a Nike fan or not, his presence at least affirms the brand’s identity and story. Read More

Creativity May Suffer When Mature Projects Change Hands

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image-school-story-key-creativity-may-suffer-when-changes-hands
A study of movie development shows the dangers of late-stage handoffs.

Justin Berg has watched Back to the Future at least 25 times. Same with the DVD special features — the voiceovers and backstory and interviews. It’s his favorite movie, and he’s long believed that part of the film’s greatness is attributable to the fact that writer-director Robert Zemeckis oversaw the project’s full arc, from birth to release. Read More

Your Buyers Start Their Journey in the Dark Funnel, and You Need to Be There When It Happens

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Aligning the buyer's journey and the funnel

Having been privy to the lead management processes of hundreds of B2B organizations of every stripe, I would estimate that at least half have internal demand funnel (AKA waterfall) stages that combine stages of their sales process with what are really stages of the buyer journey.

The difference between those two seemingly similar constructs is vital. They are not only different, but often badly misaligned, and that misalignment is one of the most common causes of inconsistent revenue team performance. Read More

Into the Metaverse: Can Facebook Rebrand Itself?

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Facebook-Meta

Mark Zuckerberg wants to lead consumers into the metaverse, but it’s unclear whether they will follow.

The enigmatic Facebook founder raised eyebrows last month when he unveiled the company’s new name and logo — Meta. Branded with a distended infinity symbol, Meta is meant to reflect the future of the world’s largest social media platform. Facebook, Instagram, WhatsApp, and Oculus now fall under the Meta umbrella, along with Zuckerberg’s vision for an immersive, virtual reality world where people can meet in a digital space. Read More