This week we’re considering the concept of Users Not Customers as defined by Aaron Shapiro, CEO of Huge. This is not a new concept – you might remember the story of the customer who returned a set of snow tires to Nordstrom – despite the fact that Nordstrom doesn’t sell tires. He was treated as… Continue reading Users Not Customers
This is not an indictment of Buzzwords, Jargon or neologisms. Even when this type of language is used with malice (to seem smarter and artificially elevate an argument), it has its place. It serves as a verbal “handle” that aids in the uptake of ideas. Please read on. In week 1 we focused on some general terms to… Continue reading BuzzWord Series :: Week 2
In our previous post we considered the effect of Choice Overload on the conversion rate of customized products. Today we’ll explore how to mitigate this problem. Daniel McFadden, an economist at Berkeley, says (bear with me) that consumers find too many options troubling because of the “risk of misperception and miscalculation, of misunderstanding the available… Continue reading Mitigating Choice Overload in System Design
Since the early aughts, Mass Customization has cemented itself into the modern retail landscape with much success. Over the years we’ve learned some things – most notably, that under certain circumstances throwing heaps of options at our consumers has a surprisingly debilitating effect. Many of you have heard of the Jam Experiment, where Stanford student… Continue reading Choice overload in System Design
First of all, this is not an indictment of Buzzwords, Jargon or neologisms. Even when this type of language is used with malice (to seem smarter and artificially elevate an argument), I believe it has its place. It serves as a verbal “handle” that aids in the uptake of ideas. Please read on. Why Buzzwords: I’ve spent a… Continue reading BuzzWord Series :: Week 1
Trading brand integrity for short term gain is a rookie mistake. Frequent discount campaigns could be trashing your brand. How did Cancun become a discount destination for Spring Break? In 1988, the average room was around $300 – it was an exclusive, up market resort town. Then hurricane Gilbert came along, trashed the town and… Continue reading Cancun, a study in short gains that wrecked a brand
Here’s an Editorial example from 2015. Personally I fall somewhere between mild irritation related to the incorrect usage of the language and an “Oh god, here comes this jackass schooling us on dangling participles on Facebook again”. Regardless of your thoughts on the subject, the results of this study are worth a gander. ________ What is it… Continue reading Are you smarter than a prescriptivist?