Category: Expert Advice

April 2021, Expert Advice, Marketing

Marketing Isn’t This Big Secret. It’s Just Hard Work.

So I have to admit: I love Chick-Fil-A Sauce. Something about that tangy, sweet secrecy just speaks to me. And maybe some of that is the fact I don’t know exactly what goes into the recipe, so it tastes like a delicious and unattainable mystery. Yet, when you search “how to make Chick-Fil-A sauce,” you’re faced with 2.6 million search results. Not so much of a secret, I guess.  And…

April 2021, Branding, Expert Advice

Covid’s Impact on Ecommerce: How Online Shopping Will Change in 2021

Ecommerce in 2021 is transforming in ways that couldn’t have happened pre-pandemic — or at least, they wouldn’t have happened quite so quickly. From advertising uncertainty to new consumer habits, you’ll need to be open to change if you want your ecommerce brand to thrive this year.   How the Pandemic Is Impacting Ecommerce For ecommerce, the start of the pandemic was punctuated by a boom in shopping urgency, with online…

March 2021, Expert Advice, Product Development

Just Can’t Wait to Get Off the Road Again

For more than two decades, industrial design firm Infusion Design has grown accustomed to working on some of the largest projects out there, custom outfitting things like “super yachts” and 777 wide-body jets. Now Infusion is expanding into the opposite end of the spectrum with its latest offering, a compact sport trailer designed for off-roading adventure. Sean Elsner, owner and president of the Bonner Springs, Kan., company, said Infusion’s trailer…

March 2021, Digital Content, Expert Advice, Marketing

Why Didn’t You Just Do It? You Never Asked.

After a week-long trial, a prosecutor makes a point to ask jurors for a guilty verdict during her closing argument. At the end of a speech in the closing days of a campaign, a well-known politician formally asks for your vote, even though he’s been in office for a decade. When a university foundation executive wraps up lunch with a wealthy alumni couple, she boldly makes her request for the…

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…