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If we could accurately predict consumer purchase behavior then for a business to succeed we’d just have to solve the drivers of that behavior in terms of the timing and nature of the business in question. A lettuce growing company, for instance, trading in a highly time-sensitive, fragile product, would love to know the exact peaks of lettuce demand. It would then ensure that it has sufficient supply delivered to meet them, reducing expensive wastage, avoiding transit time lags that hurt its product and by increasing sales at peak demand, it would achieve an increase in profits.
Read more: Applying The Geometry Of Motion To Consumer Purchase Behavior
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Here’s something we can all agree on: businesses always do best when they are flexible, have a culture of innovation and collaboration and all work with a sense of purpose. I mean absolutely no one on the planet would want to work for a business that’s rigid in its approach, has a work environment of stagnation and isolation and completely lacks a sense of purpose.
See? How easy was that? Yet, when challenged business leaders and their charges often fail to come up with even a single good example that shows how the business they work in is flexible, how those inside it are innovative and work well together and hardly anyone really understands what their purpose is.
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When it comes to marketing experimentation is key. The best guinea-pig, always, is ourselves. Marshal McLuhan famously said, “the medium is the message”. While marketing (and marketers) have long cited this, it is frequently overlooked, particularly when we focus on content and the imperatives it presents us with.
Yet, here’s the experiment. In my Free LinkedIn Newsletter I share, each week, actionable business tips about a subject that affects search ranking, business development or branding.
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The world has changed. You know it and I know it, though we can’t really truly quantify that change because it has been incremental and persistent. But let’s try anyway. Twenty-two years ago, at the turn of the century websites were a repository of information and ideas much as they are today. Articles in that time were slightly enhanced copies of their paper-based counterparts.
Read more: The Expanded Information Space Of Our Connected Reality
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Context is a key ingredient of sensemaking. Whether we’re discussing search or talking about marketing, or more simply even, communicating with a friend; without context we are going to lose a lot of time establishing the meaning of what we say. Even more likely, in the case that we do not take the time necessary to establish a common language of understanding between us and whoever we communicate with, be it human or machine, we are unlikely to get as much sense out of the situation as we’d hoped.