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#ANAmarketers   @adriandparker
How My Wife Cooks Dinner
1) Decide on the menu
2) Select accompanying recipe
3) Gather ingredients
4) Prep items and cooking area
5) Cook
6) Serve
How My Wife Cooks Dinner
                      Predetermined goal
    1) Decide on the menu
                  Predictive performance
    2) Select accompanying recipe
                    Set tools & resources
    3) Gather ingredients
    4) Prep items andEstablished process
                      cooking area
    5) Cook               Efficient results
    6) Serve          Delighted end users



        Procedural Planning Approach


1   2          3         4         5   6
How I Cook Dinner
1) Explore the kitchen
2) Assess available ingredients
3) Propose possible menu
4) Feedback
5) Cook & sample
6) Feedback
7) Serve
8) Feedback
9) Craft recipe
How I Cook Dinner
                         Ambiguous challenge
        1) Explore the kitchen
                                Unproven tools
        2) Assess available ingredients
        3) Propose possible Learn & improvise
                             menu
        4) Feedback         Embrace surprises
        5) Cook & sample            Interaction
        6) Feedback             Embrace errors
        7) Serve                         Iterate
        8) Feedback            Embrace change
        9) Craft recipe     Generate solutions
            Iterative Planning Approach
    2      3     4                        7
                                                  9
1   2      3     4       5
    2       3     4              6            8
Inside Intuit: Creating Content That Drives Connections
Our Journey Today


Progress over perfection
1. Speak up and share
2. Have fun
3. Q&A at end
4. Deck available via SlideShare

       Tweeting encouraged
 Share your thoughts & join the conversation!

#ANAmarketers   @adriandparker
POP
       QUIZ
#ANAmarketers   @adriandparker
Question #1
List 3 brands that you           ,     ,
        ,      ,    ,             or
         to.



#ANAmarketers   @adriandparker
Think Like A Consumer

They          ,                                     ,                                      ,        ,
    ,        and                                                                               for the
same reasons we do.
Why they actually engage:                                                      Why brands think they engage:
1. Discount 61%                                                                1. Learn New Products 73%
2. Purchase 55%                                                                2. General Info 71%
3. Reviews/Ranking 53%                                                         3. Submit Opinion 69%
4. General Info 53%                                                            4. Exclusive Info 68%
5. Exclusive Info 52%                                                          5. Reviews/Rankings 67%
Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple


 #ANAmarketers                                  @adriandparker
Think About Content Strategically



                                                           GOAL: Enterprise-wide priorities
 Share of Voice




                                          GOAL: Awareness & Acquisition




                   GOAL: Communities & Connections


                  May       June         July        Aug       Sept       Oct        Nov



#ANAmarketers                      @adriandparker
Question #2
                                 23
 Why do customers         your
 content or talk about your
 product?



#ANAmarketers   @adriandparker
Sharable Content Isn’t An Accident

         4 Motivations To
    The Who, How                                                Design for Delight
                                                  #1 Product Involvement
    & Why of Word exceeded my expectations”
              “The product
              #2 Self Involvement
     20%
    of Mouth “I want to show I know a lot about the
         34%
              product”
    Ernest Dichter, 1966
    21%              #3 Other Involvement
                                                  “I want to help others make good decisions”
                    25%
                                                  #4 Message Involvement
                                                  “The content is so humorous or informative
                                                  that it deserves sharing”
SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966


 #ANAmarketers                          @adriandparker
Focus On Consumer Needs Not Brand Wants
                Delight Customers Thru Innovation

                                         Design for Delight

Know them &
exceed their                                             Think big and
expectations                                             evaluate hard




                                     Spend more time
                                     talking to them than
                                     talking about them
#ANAmarketers     @adriandparker
Question #3

If you could choose anyone in the world to
promote your content, who would it be?
#ANAmarketers




#ANAmarketers   @adriandparker
Our Biggest Challenge
CONSUMERS
TRUST
THESE FORMS OF
MARKETING:
1 Personal Referrals 90%
2 Blogs/Forums 70%
3 Brand Websites 70%
4 Editorial Content 69%
5 Brand Sponsorships 65%
6 Television 62%
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/


 #ANAmarketers                                       @adriandparker
Our Biggest Challenge = Biggest Opportunity

                                                                                                                                       BRANDS
                                                                                                                                INVEST
                                                                                                IN THESE FORMS OF
                                                                                           MARKETING:
                                                                                                                                  1 Circular
                                                                                                                                  2 Television
                                                                                                                                  3 Direct Mail
                                                                                                                                  4 Search
                                                                                                                                  5 Email
                                                                                                                                  6 Radio
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/


 #ANAmarketers                                       @adriandparker
Our Biggest Challenge = Biggest Opportunity

                                                                                                                                       BRANDS
                                                                                                                                INVEST
         Awareness
              MARKETING:
                                                                                                IN THESE FORMS OF

                                                                                                                                  1 Circular
                                                                                                                                  2 Television
                                                                                                                                  3 Direct Mail

                                               Trust                                                                              4 Search
                                                                                                                                  5 Email
                                                                                                                                  6 Radio
Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/


 #ANAmarketers                                       @adriandparker
Fishing For Influence
                        Social
    IMPACT
                     Broadcasters                    PURPOSE
Awareness &          Bait: Access & Info       Demonstrate Brand
Influence                                             Leadership
                  Mass Influencers
Consideration                                          Showcase
& Engagement
                    Bait: Content/Innovation           Innovation


                 Potential Influencers
Purchase                                             Content
                    Bait: Shareable Content
& Promote                                            Participation


 #ANAmarketers     @adriandparker
Question #4
Do you           or         this statement?



                All social
                has a ROI
#ANAmarketers   @adriandparker
Measuring ROI
             3 Dimensions of Return On Impact
STRATEGIC                  INNOVATION                FINANCIAL
Drive the company vision   Ignite ideas & learning   Maximize high ROI tactics
•NPS                       •Media coverage           •Revenue/Conversion
•Sentiment                 •Intent to purchase       •Leads per $ spent
•Mentions                  •Virality/Resonance       •Customer Loyalty/LTV
•Share of Voice            •Consumer Insights        •Cost Avoidance




#ANAmarketers         @adriandparker
Optimizing Content By Channel


                   Awareness                                                          Reach
Consumer Journey




                                                                                                    Channel Strategy
                       Pre-Assessment                                         Interaction



                                        Action                        Engagement

                                                                             Priority Channels
                                                                             •Heavy adoption &
                                                                             awareness
                                  Post-Assessment                Retention   •Customizable to biz
                                                                             objectives
                                                                             •Tracking

                                           Ambassador   TWN   Advocacy



   #ANAmarketers                         @adriandparker
Question #5
You are leaving the house for 24
hours & can only take one of the
items below with you. Which one?




  Wallet              Keys       Phone
#ANAmarketers   @adriandparker
What This Means To You
       Just ask your customers what’s most important:



           #1                                                           #2          #3


            Phone                                                  Wallet
SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'
                                                                                    Keys
 #ANAmarketers                                   @adriandparker
Social & Mobile Converge
                                Percent of users who access
                                content via a mobile device:




              %                                             50 %       %
           33                                                       50
SOURCE: Mobile Marketing Statistics – Smart Insights 2012


 #ANAmarketers                                     @adriandparker
Question #6
Who is the Head of Social Media
for your company?
                   ?
                Customer



#ANAmarketers   @adriandparker
Building Your Internal Blueprint for Production
INTUIT
               Employees          Customer         Shareholder


                            Social, Mobile & Global


 DIVISION STRATEGY
              Social Center of Excellence
              Social Vision
 Grow Tax
              Measurement          Sales            Support            PR
              Toolkit              Lead Gen &        Community &      Media, Promoters,
 Grow                              Acquisition       Customers        Community
 Accounting   Charter
              Governance
 Penetrate
 Base
              Roadmap              Social/Mobile Mktg
              Education

 Accelerate   Research             Marketing Strategy
                                   Content &
                                   Tech
                                                 Influencers   Community    Owned Assets
 Small Biz    Vendors
 ecosystem


#ANAmarketers             @adriandparker
Plan Across Multiple Horizons
            2011                  2012                      2013                       2014


   Learning &                  Channel                 Center of              Customer-Centric
  Development                 Marketing               Excellence                 Marketing
   Ancillary Function &      Manage Creative,            Multichannel         Customer Alignment and X-Biz
  Specialized Execution   Communities & Engagement   Consultants & Enablers            Integration




    Decentralized            Coordinated             Hub & Spoke                      Holistic



SOURCE: Altimeter Group


 #ANAmarketers                 @adriandparker
Plan Across Multiple Horizons
                 Sales & Support
                                     •Social Ambassadors
                                     •Empowered Staff
      2011                        2012               2013                               2014
    Product                          •Training                                Owned Assets
   •Optimize experience                                                       •Integrated Creative
   Learning Loop
   •Feedback &           Channel                       Center of                Customer-Centric
                                                                              •Shared Resources
  Development
   •Social Integration  Marketing                     Excellence                     Marketing
   Ancillary Function &      Manage Creative,            Multichannel          Customer Alignment and X-Biz
  Specialized Execution   Communities & Engagement   Consultants & Enablers             Integration
                                             CUSTOMER


    Promoters                                                           Community
                                                                        •Users Helping Users
    •Media Coverage
                                                                        •Dedicated Resources
    •Ambassadors
                                                                        •Disruptive Promotions
    •Thought Leadership
                                                                        •Own The Conversation
    •Integrated Events                     Content
    Decentralized            Coordinated             Hub & Spoke                       Holistic
                                     •Quality Video
                                     •Mobile-enabled
                                     •Simple
                                     •Consumer & Biz Generated
SOURCE: Altimeter Group


 #ANAmarketers                 @adriandparker
SHOWCASE                  Thinking Mobile 1st


                                    Tablet Optimized
                                 •Customer training on the go
                                 •Training & Exams
                                 •Agile development




                                     Social Integration
                                  •Sharing of course completion
                                  •Software badges




#ANAmarketers   @adriandparker
SHOWCASE                              Thinking Mobile 1st


                                                Mobile Landing Pages
                                               •Responsive experience
                                               •Software Videos
                                               •Training & Demos
                                               •Social Conversation Feed



                                                     Mobile Training
                                                •Software certification exam
                                                •Course training
                                                •Desktop/Mobile portability




                •Customers 4.5X more confident in software usage
 OUTCOMES       •Users are twice as likely to recommend product to peer

#ANAmarketers   @adriandparker
CASE STUDY                                Off-Peak Content Engagement

    CHALLENGE                        HYPOTHESIS                           TACTICS
During tax season Tax          Simple messages of humor and        •Source UGC
Professionals are hard to      appreciation combined with          •Create cartoon content
reach and engagement           clear calls-to-action will ignite   •Encourage sharing/spread
requires a different           Tax chatter.
approach.




                            •Facebook engagement increased 10X
  OUTCOMES

#ANAmarketers               @adriandparker
CASE STUDY                                  Promoting Intuit Tax Online

    CHALLENGE                        HYPOTHESIS                          TACTICS
New cloud-based tax             By focusing all social channels   •Integrated online campaign
software, Intuit Tax Online,    on a singular theme and           •Tradeshow event
has relatively low awareness    creating an online event for      •Social channel takeover
in emerging category.           SaaS software, we can increase
                                SOV 50%.




                           •SOV increased 3X in 4 days
  OUTCOMES
                           •Tax Online trials increased 24% and registrations 18%

#ANAmarketers                  @adriandparker
CASE STUDY                                           Intuit Innovators

    CHALLENGE                           HYPOTHESIS                            TACTICS
The #1 reason financial            If we create an experience for     •Integrated social channels
professionals use social is to     customers to share their stories   •Paid & promoted content
attract clients. How do we         with small business owners, we     •Influencer outreach
facilitate their needs while       can increase SOV and ownable       •YouTube hub
supporting our products?           content




                           •Facebook reach increased 5X in first week
  OUTCOMES
                           •SOV increased 4 percentage pts / Audience 37% (vs. prior quarter)

#ANAmarketers                    @adriandparker
“

#ANAmarketers   @adriandparker   Scott Cook
Social Library
  Strategy




  Business




#ANAmarketers    @adriandparker
Thank You. Let’s Stay Connected.

       @adriandparker                   youtube.com/adriandparker



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#ANAmarketers          @adriandparker

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Inside Intuit: Creating Content That Drives Connections

  • 1. #ANAmarketers @adriandparker
  • 2. How My Wife Cooks Dinner 1) Decide on the menu 2) Select accompanying recipe 3) Gather ingredients 4) Prep items and cooking area 5) Cook 6) Serve
  • 3. How My Wife Cooks Dinner Predetermined goal 1) Decide on the menu Predictive performance 2) Select accompanying recipe Set tools & resources 3) Gather ingredients 4) Prep items andEstablished process cooking area 5) Cook Efficient results 6) Serve Delighted end users Procedural Planning Approach 1 2 3 4 5 6
  • 4. How I Cook Dinner 1) Explore the kitchen 2) Assess available ingredients 3) Propose possible menu 4) Feedback 5) Cook & sample 6) Feedback 7) Serve 8) Feedback 9) Craft recipe
  • 5. How I Cook Dinner Ambiguous challenge 1) Explore the kitchen Unproven tools 2) Assess available ingredients 3) Propose possible Learn & improvise menu 4) Feedback Embrace surprises 5) Cook & sample Interaction 6) Feedback Embrace errors 7) Serve Iterate 8) Feedback Embrace change 9) Craft recipe Generate solutions Iterative Planning Approach 2 3 4 7 9 1 2 3 4 5 2 3 4 6 8
  • 7. Our Journey Today Progress over perfection 1. Speak up and share 2. Have fun 3. Q&A at end 4. Deck available via SlideShare Tweeting encouraged Share your thoughts & join the conversation! #ANAmarketers @adriandparker
  • 8. POP QUIZ #ANAmarketers @adriandparker
  • 9. Question #1 List 3 brands that you , , , , , or to. #ANAmarketers @adriandparker
  • 10. Think Like A Consumer They , , , , , and for the same reasons we do. Why they actually engage: Why brands think they engage: 1. Discount 61% 1. Learn New Products 73% 2. Purchase 55% 2. General Info 71% 3. Reviews/Ranking 53% 3. Submit Opinion 69% 4. General Info 53% 4. Exclusive Info 68% 5. Exclusive Info 52% 5. Reviews/Rankings 67% Source: Harvard Business Review May 2012 – To Keep Your Customers Keep It Simple #ANAmarketers @adriandparker
  • 11. Think About Content Strategically GOAL: Enterprise-wide priorities Share of Voice GOAL: Awareness & Acquisition GOAL: Communities & Connections May June July Aug Sept Oct Nov #ANAmarketers @adriandparker
  • 12. Question #2 23 Why do customers your content or talk about your product? #ANAmarketers @adriandparker
  • 13. Sharable Content Isn’t An Accident 4 Motivations To The Who, How Design for Delight #1 Product Involvement & Why of Word exceeded my expectations” “The product #2 Self Involvement 20% of Mouth “I want to show I know a lot about the 34% product” Ernest Dichter, 1966 21% #3 Other Involvement “I want to help others make good decisions” 25% #4 Message Involvement “The content is so humorous or informative that it deserves sharing” SOURCE: Ernest Dichter “How Word of Mouth Marketing Works” 1966 #ANAmarketers @adriandparker
  • 14. Focus On Consumer Needs Not Brand Wants Delight Customers Thru Innovation Design for Delight Know them & exceed their Think big and expectations evaluate hard Spend more time talking to them than talking about them #ANAmarketers @adriandparker
  • 15. Question #3 If you could choose anyone in the world to promote your content, who would it be? #ANAmarketers #ANAmarketers @adriandparker
  • 16. Our Biggest Challenge CONSUMERS TRUST THESE FORMS OF MARKETING: 1 Personal Referrals 90% 2 Blogs/Forums 70% 3 Brand Websites 70% 4 Editorial Content 69% 5 Brand Sponsorships 65% 6 Television 62% Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ #ANAmarketers @adriandparker
  • 17. Our Biggest Challenge = Biggest Opportunity BRANDS INVEST IN THESE FORMS OF MARKETING: 1 Circular 2 Television 3 Direct Mail 4 Search 5 Email 6 Radio Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ #ANAmarketers @adriandparker
  • 18. Our Biggest Challenge = Biggest Opportunity BRANDS INVEST Awareness MARKETING: IN THESE FORMS OF 1 Circular 2 Television 3 Direct Mail Trust 4 Search 5 Email 6 Radio Source: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ #ANAmarketers @adriandparker
  • 19. Fishing For Influence Social IMPACT Broadcasters PURPOSE Awareness & Bait: Access & Info Demonstrate Brand Influence Leadership Mass Influencers Consideration Showcase & Engagement Bait: Content/Innovation Innovation Potential Influencers Purchase Content Bait: Shareable Content & Promote Participation #ANAmarketers @adriandparker
  • 20. Question #4 Do you or this statement? All social has a ROI #ANAmarketers @adriandparker
  • 21. Measuring ROI 3 Dimensions of Return On Impact STRATEGIC INNOVATION FINANCIAL Drive the company vision Ignite ideas & learning Maximize high ROI tactics •NPS •Media coverage •Revenue/Conversion •Sentiment •Intent to purchase •Leads per $ spent •Mentions •Virality/Resonance •Customer Loyalty/LTV •Share of Voice •Consumer Insights •Cost Avoidance #ANAmarketers @adriandparker
  • 22. Optimizing Content By Channel Awareness Reach Consumer Journey Channel Strategy Pre-Assessment Interaction Action Engagement Priority Channels •Heavy adoption & awareness Post-Assessment Retention •Customizable to biz objectives •Tracking Ambassador TWN Advocacy #ANAmarketers @adriandparker
  • 23. Question #5 You are leaving the house for 24 hours & can only take one of the items below with you. Which one? Wallet Keys Phone #ANAmarketers @adriandparker
  • 24. What This Means To You Just ask your customers what’s most important: #1 #2 #3 Phone Wallet SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected' Keys #ANAmarketers @adriandparker
  • 25. Social & Mobile Converge Percent of users who access content via a mobile device: % 50 % % 33 50 SOURCE: Mobile Marketing Statistics – Smart Insights 2012 #ANAmarketers @adriandparker
  • 26. Question #6 Who is the Head of Social Media for your company? ? Customer #ANAmarketers @adriandparker
  • 27. Building Your Internal Blueprint for Production INTUIT Employees Customer Shareholder Social, Mobile & Global DIVISION STRATEGY Social Center of Excellence Social Vision Grow Tax Measurement Sales Support PR Toolkit Lead Gen & Community & Media, Promoters, Grow Acquisition Customers Community Accounting Charter Governance Penetrate Base Roadmap Social/Mobile Mktg Education Accelerate Research Marketing Strategy Content & Tech Influencers Community Owned Assets Small Biz Vendors ecosystem #ANAmarketers @adriandparker
  • 28. Plan Across Multiple Horizons 2011 2012 2013 2014 Learning & Channel Center of Customer-Centric Development Marketing Excellence Marketing Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz Specialized Execution Communities & Engagement Consultants & Enablers Integration Decentralized Coordinated Hub & Spoke Holistic SOURCE: Altimeter Group #ANAmarketers @adriandparker
  • 29. Plan Across Multiple Horizons Sales & Support •Social Ambassadors •Empowered Staff 2011 2012 2013 2014 Product •Training Owned Assets •Optimize experience •Integrated Creative Learning Loop •Feedback & Channel Center of Customer-Centric •Shared Resources Development •Social Integration Marketing Excellence Marketing Ancillary Function & Manage Creative, Multichannel Customer Alignment and X-Biz Specialized Execution Communities & Engagement Consultants & Enablers Integration CUSTOMER Promoters Community •Users Helping Users •Media Coverage •Dedicated Resources •Ambassadors •Disruptive Promotions •Thought Leadership •Own The Conversation •Integrated Events Content Decentralized Coordinated Hub & Spoke Holistic •Quality Video •Mobile-enabled •Simple •Consumer & Biz Generated SOURCE: Altimeter Group #ANAmarketers @adriandparker
  • 30. SHOWCASE Thinking Mobile 1st Tablet Optimized •Customer training on the go •Training & Exams •Agile development Social Integration •Sharing of course completion •Software badges #ANAmarketers @adriandparker
  • 31. SHOWCASE Thinking Mobile 1st Mobile Landing Pages •Responsive experience •Software Videos •Training & Demos •Social Conversation Feed Mobile Training •Software certification exam •Course training •Desktop/Mobile portability •Customers 4.5X more confident in software usage OUTCOMES •Users are twice as likely to recommend product to peer #ANAmarketers @adriandparker
  • 32. CASE STUDY Off-Peak Content Engagement CHALLENGE HYPOTHESIS TACTICS During tax season Tax Simple messages of humor and •Source UGC Professionals are hard to appreciation combined with •Create cartoon content reach and engagement clear calls-to-action will ignite •Encourage sharing/spread requires a different Tax chatter. approach. •Facebook engagement increased 10X OUTCOMES #ANAmarketers @adriandparker
  • 33. CASE STUDY Promoting Intuit Tax Online CHALLENGE HYPOTHESIS TACTICS New cloud-based tax By focusing all social channels •Integrated online campaign software, Intuit Tax Online, on a singular theme and •Tradeshow event has relatively low awareness creating an online event for •Social channel takeover in emerging category. SaaS software, we can increase SOV 50%. •SOV increased 3X in 4 days OUTCOMES •Tax Online trials increased 24% and registrations 18% #ANAmarketers @adriandparker
  • 34. CASE STUDY Intuit Innovators CHALLENGE HYPOTHESIS TACTICS The #1 reason financial If we create an experience for •Integrated social channels professionals use social is to customers to share their stories •Paid & promoted content attract clients. How do we with small business owners, we •Influencer outreach facilitate their needs while can increase SOV and ownable •YouTube hub supporting our products? content •Facebook reach increased 5X in first week OUTCOMES •SOV increased 4 percentage pts / Audience 37% (vs. prior quarter) #ANAmarketers @adriandparker
  • 35. “ #ANAmarketers @adriandparker Scott Cook
  • 36. Social Library Strategy Business #ANAmarketers @adriandparker
  • 37. Thank You. Let’s Stay Connected. @adriandparker youtube.com/adriandparker facebook.com/adriandparker foursquare.com/adriandparker adriandparker.com slideshare.net/adriandparker linkedin.com/in/adriandparker adriandparker Adrian Parker pinterest.com/adriandparker #ANAmarketers @adriandparker

Editor's Notes

  1. Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey
  2. Four motivations for a person to communicate about brands:The first (about 33% of the cases) is because of product-involvement. The experience is so novel and pleasurable that it must be shared. The second (about 24%) is self-involvement. Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. The third (around 20%) is other-involvement. The speaker wants to reach out and help to express neighborliness, caring, and friendship.The fourth (around 20%) is message-involvement. The message is so humorous or informative that it deserves sharing.http://blogs.hbr.org/cs/2011/06/secrets_of_social_media_reveal.htmlhttp://www.ignitesocialmedia.com/social-media-promotion/why-people-share-content/
  3. Rapid Experimentation with Customers...never get too far from your customer without getting input...this is not to say customers have the answers, but it does state you are keeping staying close to your target and understand their point of viewGo Broad to Go NarrowQuite simply this argues that if you are to come up with one great idea, you’d better think up a whole lot more ideas than the one idea you think is great....and to be clear..when we say go narrow...what we are stating is that you need to be critical and disciplined about the evaluation of all ideas.Deep Customer EmpathyThis is the workhorse of Intuit. If you do not know your customer better than they know themselves, you can never delight them. You can never exceed their expectations... Your competitors now often start-ups, solving for their needs....how will you compete with that? This is how the mighty fall....
  4. Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey
  5. Tactical business recommendations on how to Listen, Talk, Energize, Support and Embrace your customers using social technology.A detailed explanation of the shift in brands’ relationships with their customers, which is characterized by shift in control and power.Guidance on the various types of online activities (aka “technographics) that consumers use and how to determine which is right for your brand.
  6. Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey