Saturday, 12 April 2008

The Customer Not the Brand Must Be the Hero

I was delighted to have been able to spend a little time chatting with Josh Bernoff at the Blast Radius CX Innovation Summit in Miami this week. During the event itself, Josh presented extracts from a new book Groundswell: Winning in a World Transformed by Social Technologies (which he wrote in collaboration with Charlene Li). The thing I enjoyed most about both the presentation and our subsequent discussion was the relentless insistence on heard-nosed data to support the hypothesis that we are, in fact winning. The authors could have included many other cases and examples in the book but refused because of a lack of - or resistance to provide - the numbers.

The title of this post is from Lester Wunderman's 19 principles of Direct Marketing. These core principles were written more than 40 years ago...