The Translator Who Learned the Words But Not the Language.
Brands have more customer data than ever. They use it to personalise the words. Jenny Thomas identified the failure that happens next — in 1983, before MarTech existed.
#omnichannel
Posts tagged #omnichannel
The Beautiful Building With No Fire Exits.
Brands invest everything in the entry experience. The exit is left to chance. Jack Brehm identified the psychological consequence in 1966 — before MarTech existed to scale it.
The Locksmith Who Taught Everyone to Pick Locks.
Every discount teaches one lesson. Harry Helson's adaptation level theory explains why that lesson never expires — and what it costs every time the brand sets full price.
The Weather Forecaster Who Only Looks Out the Window.
Brands treat last quarter's campaign data as insight into next quarter's customer. Baruch Fischhoff named the psychological mechanism that explains why this feels right — and why it almost always isn't.
The Hotel That Gave You a Perfect Room and Forgot You Were Checking Out.
Daniel Kahneman proved in 1993 that the end of an experience governs how it is remembered — regardless of everything that came before it. Brands are investing as though the opposite is true.
The Fisherman Who Poisoned the Lake to Catch More Fish.
What brands are doing to their own communication channels — collectively, rationally, and without realising it — and why Garrett Hardin predicted this in 1968.
