Ashley Madison had a lack of women problem long before it had a stolen data problem. It solved its ‘woman’ problem by using traditional marketing techniques.
The most elegant interaction is so minimal it is almost invisible.
I heard Derek Featherstone give a very insightful presentation at An Event Apart in Washington DC where he talked about a minimally viable interaction. This is an interesting way of thinking because it moves away from the focus on the product or service, to the use of the product or service.
Most organizations don’t trust people who think. They prefer people who do what they’re told. But a digital vision has never been more important.
For too long people have placed blind trust in organizations and brands, which has only led to manipulation and abuse. Society is now entering a new phase of healthy skepticism.
You’d think that the massive growth of the Internet would bring with it a massive growth in productivity. But the opposite is happening.
Digital speeds things up and allows for great flexibility and adaptability. It also facilitates greater transparency and openness.
In a network it is the connection we make between things that is often more important than the thing itself.
Digital design is becoming more and more centered on the human, the customer, the person. It’s focusing less and less on the craft as an end in itself (the code, graphics, information architecture, navigation).
Organizations want customers to have relationships with their brands without the expense of the brands having actual relationships with customers.
From ‘campaigns’ to ‘conversions’ to ‘heroes’, marketing culture is about a religious war to acquire new customers and win new market share. But just like most wars, once the customer is ‘won’ the marketing troops leave for another campaign.
The more digital an organization becomes the more distant it becomes physically from its customers.
Over the years I’ve developed a survey technique that looks absolutely crazy and unworkable. Every time I present it to people their immediate gut instinct reaction is: “This won’t work! It’s horrible!!”
The challenge for writers of web content is that we think that people want to read our content. They don’t.
The irony of this period of Big Data is that many organizations are becoming even more disconnected from their customers.