Depending on who I’m talking to, I find it very hard to describe what I do – a lot of the time I talk about ‘digital strategy‘ but I know that if I find it difficult to explain, that probably means that others find it even harder to understand – it’s a logical conclusion.
What is digital strategy? Where does it start and finish? How is this different from business strategy or communications strategy? Invariably, when I start to try and answer these questions, I end up talking about the tasks I cover, or what I deliver, or how a typical day looks – but really this doesn’t get to the heart of More >
If our business is all about making change happen, then this excellent film from Brazilian research group BOX 1824 is a must watch – showing us how the youth in society are, and have always been the catalyst to big changes. So maybe when we launch new products and write new copy we should first stop and think about how we can get at this target group before the rest.
When we start to dig in, we can see that Generation Y is in fact a complete change from the youth (and generations) that have preceded them; the article ‘Why Gen Y is Better at Your Job Than You Are‘ by Penelope Trunk tells us More >
As my personal situation takes me on the route to becoming a SIF, not a Structural Integrity Field (for the Star Trek fans) but a single income family, it strikes me how much of a communications opportunity this is, and how little work is really done, either on turning these sort of challenges into comms opportunities, or beyond that into looking at real behavioural-lifestyle segmentation to try and better target both products and messaging. This isn’t about being short of cash, or stuggling to pay the bills at the end of the month and watching the credit card fees mount up, but about More >