Comments on: Understanding the whole consumer

By: Ben

Ben — Fri, 02 Jan 2009 16:40:32 +0000

Very much enjoyed this Grant; pithy and timely. Looks like a must read book too by Lafley & Charan. Cheers. & HNY. B

By: Ben

Ben — Fri, 02 Jan 2009 16:39:24 +0000

Very much enjoyed this Grant; pithy and timely. Looks like a must read book too by Lafley & Charan. Cheers. & HNY. B

By: Candy Minx

Candy Minx — Wed, 31 Dec 2008 21:17:38 +0000

Hi Grant! I’m catching up and just wanted to say a quick hi and happy new years to you! It was great to meet you this summer…a highlight in the past year.

Looking forward to following your thoughts in the new year,
Cheers,
Candy

By: Lucie

Lucie — Fri, 26 Dec 2008 04:56:44 +0000

I don’t speak very well English so sorry for my future mistakes. But I want to say that your site is very interesting. I am student in Anthropology and I find here full of information. Thanks.

By: PS

PS — Sun, 21 Dec 2008 22:53:40 +0000

I’m completely unboard with gaining a full understanding of what the customer really needs (especially versus the stuff customers tell us they need). I must declare a strong difference of opinion on the Blue Ocean phenomenon. It’s difficult to call it insight when every example gets reconfigured into the “blue ocean” terminology and it all seems to be post hoc – history rewritten.

By: jkh

jkh — Sat, 20 Dec 2008 15:00:50 +0000

how do we create meaning?
heidegger suggests that we create meaning by taking the chaos of the world and move and shift and rearrange all individual pieces until they stand in a relation to each other that allows us to identify a storyline and to communicate it.
in a funny way – for our story or for the products or services we offer – the chaos surrounding it is just important as the solution itself.
a story that does not emerge from chaos, contrasts and contradictions is of no interest. it is neither news nor poetry. it does virtually not exist.
a product or service that is not born from chaos, contrast and contradictions has no significance. it is – or it has become – sad commodity.
-
so in this way lafley, levitt and chan/mauborgne are all on the same page. – … zoom out… ‘dolly back for the bigger picture’ or ‘scrutinize the assumptions that shape how we see the consumer and the marketplace’ is all the same thing.
if it can invite contrasts and contradictions in, then – and only then – something of relevance can come from it.

By: Rodney

Rodney — Fri, 19 Dec 2008 18:24:03 +0000

Good post Grant.
Some planners (me included) work around three basic questions when thinking about how brands fit (or could fit better) into peoples lives.

* How do they see themselves, their lives and popular culture? (“the way things are these days” – John Grant)

* What part does the category play is this?

* What part could the brand play in this (stand out/challenge conventions)?