The Copernican Consumer
I’m a bit of a health sensor nerd. Though I already own an Apple Watch, Amazon’s Halo band, and a Withings scale, I recently purchased an Oura Ring. Just thinking…
The future is what you make it
When we set out to explore the next decade for our newly released book, Joe Public 2030, we intentionally wiped our mental slates clean of any agenda or preconceived vision…
3 foundational elements of a thought leadership strategy
We’ve all heard those horror stories of homes with bad foundations. One minute you see a couple smiling for the camera as they hold the keys to their new house, and the…
Say What, Clubhouse? The rise of social audio
Last year, WIRED said it well: “The future of social media is all talk. The year 2020 was all about giving people a voice online. Literally.” The pandemic forced many…
Driving behavior change through influencer relations
Have you ever made a purchase decision based on an online recommendation? So have 93% of Americans. Data shows that word-of-mouth remains one of the most trusted sources for both…
Content That Connects: 5 Principles for Building Relationships Through Content
We love a good story. Stories inspire and entertain, but mostly, stories connect us. Humans have always connected to one another through telling and listening to stories, and, in marketing,…
Data-driven friendships: understanding your audience to create relationships through content
Recently, we looked at how great content can turn awareness into relationships: Campaigns that create awareness are just step one. Content that builds enduring relationships must follow, or the full…
Steps two to 1,000: how content turns awareness into relationships
Quick. Off the top of your head, name three marketing campaigns. Which come to mind first? Share a Coke? Dove’s Real Beauty? Apple’s Think Different? Great ad campaigns like those…
Why you should be looking closely at Optum’s acquisition of Change Healthcare
The hungry machine that is Optum, UnitedHealth Group’s fastest-growing subsidiary, continues to eat. After the January announcement of Optum’s Change Healthcare acquisition – just the latest move in a continued…
Five foundational questions to help address racial injustice
It’s hard to believe it’s been four months since George Floyd was killed. Four months of protests and emotionally charged demonstrations — whether en masse outdoors or individually on social…