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Articles by Steven Chaparro
Data Is Not the Customer
With so much data at our fingertips, have we lost sight of who our customers really are? While having the right data can be a great help to marketers, it can also be too much of a good thing. Considering the CMO measurement for success is defined by the number of net new customers rather than solving the business issues that drive real revenue, we can easily fall into the data trap, paying more attention to the data than our customers. More data does not necessary mean more insight.
The World’s Greatest Storytellers
The aim of telling a story is simply to delight – and sometimes to teach. And as members of innumerable industries and professions, we’ve certainly learnt a lot from the world’s great storytellers. Some 93% of business-to-business brands worldwide use content marketing, and storytelling has become a marketing strategy that has precipitated the rise of companies and agencies whose sole specialty is to help brands build relationships with their customers in this way. A good story holds us captive.
“Fact Tellers” Bore The Hell Out Of Us
“Stories are the single most powerful tool in a leader’s toolkit.” –Howard Gardner, Adjunct Professor, Harvard Being in the executive search business, we interview hundreds and hundreds of candidates each year. We much prefer story telling with emotion versus an overly meticulous accounting of a candidate’s job history and credentials in chronological order. We want to hear your story… with brevity and clarity.
How To Talk To Pretty Much Anyone About Pretty Much Anything
Edith Wharton once said, “Ah, good conversation—there’s nothing like it, is there? The air of ideas is the only air worth breathing.” Ms. Wharton had a way with words (written and otherwise), but she would likely be horrified to know that most of our daily conversations nowadays start with shorthand texts or three-line emails.
Having Conversations That Make Us Think
I recently read an article about our individual ignorance (Why We Believe Obvious Untruths) that made me stop and think about the current state of our union. To say that we are living in two Americas is a gross understatement. And for society’s sake, we have to bridge this divide and learn to listen to each other (notice I didn’t say agree with). We have self-segregated into our own communities, stratified by income, education, and political beliefs.
The Psychographic Tale of Downtown Long Beach
Since 1937, the Downtown Long Beach Associates (DLBA) has been a champion for the cause of making Downtown a great place to live, work and play. Operating as a non-profit organization, it provides services to manage, market, and maintain the ecosystem that is Downtown Long Beach. Recently, DLBA released its annual report, the Downtown Long Beach Economic Profile 2014. It paints a glossy picture as to why “doing business in Downtown Long Beach” is a great choice.
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