In a keynote session for the DigiPlus Conclave 2021 by ETBrandEquity.com, Martin Lindstorm, the bestselling author and brand consultant, spoke on the topic ‘Common Sense in The Digital Marketing Space’. Illustrated with rich anecdotes from his own experience, Lindstrom explained that as technology seeps into our lives, it has become increasingly difficult to realise who is in control.
While digitisation has its benefits, there are a great number of nuances that technology is yet to understand. Be it simple tasks such as filling a form, choosing a password, or booking flight tickets, functions are often complicated due to programmed interfaces. Professionals in the line of customer experience and user testing need to start looking from outside in. As companies grow, the more layers it has in the system, bureaucracy increases – which is directly related to the lack of common sense. Empathy fades away as companies age.
This is why start-ups shine, because the smaller the company, the more nimble it is. This enables entrepreneurs to adapt to the customer’s needs. He also shares ways to go from being inside-out to outside-in with a graphical representation. Stressing on looking at problems from an emotional perspective, he encourages businesspeople to throw ‘rationality’ out of the window and think about how consumers may feel. If one is smart about their business decisions, they are not only making customers happy, but also increasing their profits at the same time.
(This is an executive summary of the session and a detailed version will be uploaded in the following days.)
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