Episode description

“The marketing people are the ones in a position to be the idea originators, the concept builders, the ones who put the “start” in “startup.” Marketing people understand the marketplace, they understand consumers and they know what those consumers like and don’t like about the way things are going at any given time.”   –  Allen Adamson, Seeing The How 

In today’s podcast Allen Adamson, a renowned branding expert, co-founder of MetaForce and author of Seeing The How, brings his unique insights to the forefront, shedding light on how marketers can thrive in today's dynamic landscape. 

Key topics discussed in this episode:

Rethinking Innovation: Why it's not about creating a better mousetrap but rather understanding and adapting to changing consumer needs.

The Role of Marketing: How marketers are in a prime position to drive innovation within their organizations by closely interacting with consumers and recognizing emerging trends.

Ethnographic Thinking: Customers can't see around corners are rarely predict their future desires, but if you come to the conversation with an ethnographer’s heart, there are some strategies marketers can use to truly connect with consumers and unlock innovative growth opportunities.