Author: Grant Gooding

June 2021, Expert Advice, Marketing

Why Focus Groups and Customer Interviews Are Ruining Your Marketing

If you aren’t talking to your customers and prospects, then you are doing it wrong. However, many clients are surprised that our organization, PROOF, doesn’t do any qualitative research (interviews and focus groups). Not because talking to customers isn’t valuable — it has its place (discussed later) — but when it comes to creating a responsible marketing plan, it is dangerous to base strategies off of conversations alone. We see…

May 2021, Expert Advice, Marketing

Unleashing Personal and Organizational Exceptionalism

Remember back to when you were in school and brought a grade card home.  Let’s say you had three A’s, a B and a C+. Now, imagine the conversation you knew you were about to have with your parent when you got home. Where was the conversation likely to go? What were you told to focus on?  For most of us, the conversation quickly went past the A’s and the…

April 2021, Expert Advice, Marketing

Opportunity Doesn’t Knock. You Have to Find It.

“When opportunity knocks, answer the door.” Sure, it’s good advice. I think it means keep your eyes open and don’t be afraid to take risks to capitalize on possible opportunities. However, there is something about this phrase that I take issue with; it subtly suggests that if we just go through life and, as long as we pay attention, opportunities will fall in our lap. We have all heard stories…

March 2021, Expert Advice, Marketing

The Henry Ford Innovation Paradox – Solved

How to Use Customer Research to Innovate “If I would have asked people what they wanted, they would have said faster horses.” Henry Ford’s famous quote is one of our greatest lessons in innovation. (Although there is much doubt he ever said this, let’s not let that spoil our fun.) This famous quote surmises that we cannot “customer research” our way into innovation. Generally, I agree – if you approach…

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