Everard Hunder
@everardhunder
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Commercial marketer. Services focus. Ocean swimmer. 96-hour faster. Edible garden. Wannabe chef. Peated scotch drinker. Optimism bias. More hugs, less bite.
Australia, Melbourne.
Joined March 2013
The older I get, the more I realize that success at most things isn't about finding the one trick or secret nobody knows about. It's consistently doing the boring, mundane things everyone knows about but is too unfocused/undisciplined to do. Get good at boring.
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Most people don’t respect momentum. They treat it like a nice-to-have instead of what it really is: the single most powerful force in execution. Momentum doesn’t just make things easier. It changes the game. It turns hard problems into solvable ones. It makes good ideas spread
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If we get more customers omni-channel we will make more money, won't we? "Customers who are omni-channel spend 2.4x more than in-store only." But the channels doesn't breed the loyalty; chances are these omni's were more loyal in the first instance (thus using more channels)
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The jiggle economy…
I have a friend who has “jiggled” through his white collar middle management career for 8 years now. Base salary has gone up every year... now $200K plus incentives/bonus. 100% remote now post-COVID. He continuously upgrades with the latest “jiggle” tools to evade detection.
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@SahilBloom Related: The Addition Bias Where we encounter a problem, our natural instinct is to add. Add a rule. Add a step. Add another person. But this adds complexity at an accelerating rate. Wise designers know the right move is often to delete.
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Yep!
And the first question is “Can this be done in Excel and not lose much productivity?”
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On the hype around synthetic data in market research. From @pworthington. https://t.co/4TcGzcDUpx
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Some marketing teams are now using AI guessing as a replacement for primary research. Here is an example from my own work - primary research versus AI. Sort of okay, then it gets quite poor. Trouble is, you don't know where the hallucinations start without further validation...
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The art of asking the right questions as a company, as an individual and as a marketer. Credits- https://t.co/JcQMh30Jqg
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Also common for more mature companies where the easy growth of old has stalled.
There is a massive opportunity cost for startups who can't get their go-to-market (GTM) machine working. It causes them and the board to focus endlessly and excessively on getting it to work. I call this GTM Myopia and it's really dangerous. I've literally watched companies
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Good news boss. I've replaced everyone in the contact centre with bots. Yeah, few teething problems but looking good...
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“Executives want culture change while keeping the existing power dynamics that actually generate culture unchanged. In other words, they want culture change for free. It doesn't work that way.” Charles Lambdin
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Plenty of fights over my career with the “brand police” who seem to take great pleasure in turning off or rejecting ads or growth initiatives that drive revenue. 🤦♂️
Brand: "Turn off that ad, it's off-brand" Media Buyer: "But it's the best-performing in the account right now" Brand: "I don't care, it's too unpolished. We need to stay on brand" Media Buyer: "But none of the polished branded content is working" Moral of the story: If your
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Move over martech, 58% of CMOs have asked their CEO to fund AI. But what do CEOs want from marketing? Exactly the same thing since the marketing sun first came up - new customers, retained customers, revenue and market share.
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(2) "We have replaced smart ideas and execution with spam-machines that shower the world with junk. We have stopped using technology smartly - instead we are harnessing our own laziness..." Reckon I'll get a slot?
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