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Articles by Thales S. Teixeira
The ContraMind Code
Welcome to The ContraMind Code. The ContraMind Code provides you with a system of principles, signals, and ideas to aid you in your pursuit of excellence. The Newsletter shares the source code, through quick snapshots, for a systems thinking approach to be the best in what you do. The Code helps you reboot and reimagine your thinking by learning from the best and enables you to draw a blueprint on what it takes to get extraordinary things done. Take a journey to www.contraminds.com.
How American Eagle Reinvented Its Fulfillment Strategy
The Covid-19 pandemic hit American Eagle Outfitters hard. At first, people had little interest in buying the latest fashion items while they were isolated indoors. What shopping they did do happened online, which meant retailers were even more dependent than usual on distribution channels they did not control. Then came delivery snags and price increases by distributors, as households spent record amounts on goods in response to the pandemic and government stimulus.
debate governo Rio de Janeiro governador Cláudio Castro Marcelo Freixo Paulo Ganime Rodrigo Neves
Band Eleições Rio de Janeiro Candidatos estão animados para debater os problemas do Rio de Janeiro Os pré-candidatos ao Governo do Rio chegaram para o primeiro debate e falaram, com exclusividade, das expectativas para o encontro que reúne os nomes dos partidos com pelo menos cinco cadeiras no Congresso: Cláudio Castro, do PL, Marcelo Freixo, do PSB, Paulo Ganime, do Novo, e Rodrigo Neves, do PDT. O primeiro a chegar foi Paulo Ganime, por volta das 19h45.
Designing A Customer Value-Centric Growth Strategy
By Thales Teixeira It has been five years since I published the first article on Decoupling theory here in the European Business Review,explaining how, regardless of industry, startups are disrupting markets in a very similar fashion.
A Survival Guide for Startups in the Era of Tech Giants
Startups and established companies all face a dilemma when building new technology products. If they hit upon something innovative that has high potential, they invite the scrutiny of large technology companies such as Amazon, Google, Facebook, and Microsoft. Big Tech has the money, technology, data, and talent to replicate and enhance any technological innovation that is not fully protected by patents — which encompasses most digital products.
Employee Incentives for Innovation Do Not Work. It’s Time for a Tax on “Same-Old Thinking”
by Thales S. Teixeira In recent years, companies have offered bonuses, awards, career advancement, time off from work, and other incentives to inspire more workplace innovation. But as my former Harvard colleague Teresa Amabile and others have shown, a pay-for-performance approach applied to innovation tends to generate “more of the same” new ideas rather than concepts that are genuinely path-breaking.
How to Improve Your Company’s Net Promoter Score
HBR Staff/Paula Daniëlse/Getty Images There is a sure-fire way to increase your company’s Net Promoter Score (NPS) or the likelihood that customers will recommend you to others. There’s also a sure-fire way to learn about your operational vulnerabilities using customer surveys. The key in both cases is to give customers the chance to evaluate you at exactly the right moment. Most customer surveys, including NPS, are conducted at the very end of a purchase and consumption experience.
Disruption Starts with Unhappy Customers, Not Technology
For eight years I’ve visited leading companies in more than 20 industries around the world that claimed to be in the process of being disrupted. Each time, I’d ask the executives of these incumbent companies the same question: “What is disrupting your business?” No matter who I talked to, I would always get one of two answers: “Technology X is disrupting our business” or “Startup Y is disrupting our business.” But my latest research and analysis reveals flaws in that thinking.
HBR Case Study: Sell direct-to-consumer or through Amazon.com?
Editor's note: This story is available via the Harvard Business Review. It and other HBR stories are provided to our subscribers on our website (and in our daily emails) as an added value to your subscription. HBR's fictionalized case studies present problems faced by leaders in real companies . Sitting in his office, Mark Ellinas frowned at his computer screen.
Disrupting the Single-Use Plastic Economy
It’s becoming common to see an irate customer admonishing employees at a food establishment for not having an alternative to plastic to-go containers. These passionate reactions stem from an awareness of the damage of single-use plastic. In the food and beverage industries, single-use plastic containers are the standard across the United States and much of the world. While the American consumer usually isn’t charged extra for the convenience of single-use plastic, others end up paying a price.
The New Science of Viral Ads
It’s the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads. We also use a system that analyzes facial expressions to reveal what viewers are feeling.
What Drives Disruption? (Hint: Not Technology)
What Drives Disruption? (Hint: Not Technology) It's not technology that drives disruption, but rather customer behavior, says Harvard professor Thales Teixeira, in his new book. Read Full Article »
New generation of startups threaten blue-chips like CVS and UnitedHealth
If you want to understand business innovation’s cutting-edge approach, the online watch retailer Watch Outfitters, founded by 17-year-old Jonah Saya, is a good place to start. On the surface, it seems like just another online retailer. Probe deeper, though, and you notice an interesting distinction. Saya doesn’t make or sell the watches—a Chinese manufacturer does. He doesn’t ship any orders—a U.S.-based distributor does. He doesn’t take payments—Square and PayPal do.
The Impacts of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
Author Abstract Many online stores are designed such that shoppers can easily access any available discounted products. We propose that deliberately increasing search frictions by placing small obstacles to locating discounted items can improve online retailers’ margins and even increase conversion.
The 27th Annual Marketing Partner Forum
12:00 PM Conference Registration & Welcome Luncheon Please join us for lunch as we kick off our 2020 program. 1:00 PM Workshop #1: Quantum Leap: Advancing Firmwide Competitive Intelligence (Breakout) Although many firms recognize the value of competitive intelligence (“CI”) from a business development and marketing standpoint, few succeed in fully realizing its intrinsic value to the enterprise.
Case Study: Should a Direct-to-Consumer Company Start Selling on Amazon?
Sitting in his office, Mark Ellinas frowned at his computer screen. It was filled with row after row of electric bikes, from expensive models to cheap knockoffs that seemed held together by spit and a prayer. Though they varied in style and price, the bikes did have one thing in common: where they were being sold. The website he was looking at, flush with options, was Amazon.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. Purchase behaviour Humour & jokes Beer & cider Spirits & liquors Confectionery Carbonated soft drinks TV & Connected TV effectiveness United States Consumer decision making Biometric research Strategy Thales S.
The Decoupling Effect of Digital Disruptors
Overview — The first wave of Internet disruption enabled purely digital products to be sold and delivered online. New digital players grabbed the opportunity to distribute news, music, movies, and so on online and deliver only what people wanted to consume, even if that meant just a portion of the full content. In recent years, a new wave of digital disruption has been taking over the web.
The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment
Overview — With even minor changes to the design of an online store, sellers may get more full-priced sales from price-insensitive shoppers. As shoppers spend more time on the website given higher search frictions, they may also be considering a larger set of products. Online retail accounts for a rapidly growing proportion of revenues in many industries. While selling online broadens firms’ access to consumers, operating margins are often lower in online stores than in physical stores.
Looking to Win the Battle for Consumer Attention? Take the Blindfold Off
Imagine that you’re blindfolded and willingly throwing money into a pit as you fight battles beyond your means. It may sound far-fetched, but that’s exactly what’s happening with brands and their advertising spend right now. I know this firsthand. I research, teach, and practice the marketing principles of buying, selling, capturing, and using consumer attention efficiently. When I don’t have my professor hat on, I work to help brands navigate this battlefield.
Applying the marketing principles of the attention economy - Think with Google
Imagine that you’re blindfolded and willingly throwing money into a pit as you fight battles beyond your means. It may sound far-fetched, but that’s exactly what’s happening with brands and their advertising spend right now. I know this firsthand. I research, teach, and practice the marketing principles of buying, selling, capturing, and using consumer attention efficiently. When I don’t have my professor hat on, I work to help brands navigate this battlefield.
Research Shows Which TV Ads Are Likely to Make Multitaskers Buy
Over the last few years, consumers have increased, not decreased, the time they spend watching television content. This might sound like good news for advertisers, save for two important caveats. First, while attention time dedicated to TV content has been rising, this is not the case for people actually paying attention to the ads on the screen.
Trump's Twitter Antics Won't Be Enough to Beat Hillary Clinton
Every four years, a new American presidential campaign gives a fresh boost to social media. This year the winner is Twitter. Donald Trump has racked up 11.3 million Twitter followers (and counting) compared with 8.5 million for Hillary Clinton. But Trump has 33,100 tweets to his credit to Clinton’s 7,772, and he widens his lead on retweets. Trump has been tweeting more energetically, but Clinton is way more efficient in number of tweeters per tweet.
When People Pay Attention to Video Ads and Why
What cost has risen the most dramatically for U.S. businesses in the last 25 years? It’s not the cost of health care or taxes, or even executive compensation. It’s advertising, more precisely the cost of commanding consumer attention, which by my calculation has seen a staggering seven- to nine-fold increase in real terms since 1990. When demand outpaces supply, prices rise.
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