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Advice for safe blogging

Have you been told that you should to write a blog—that it will help you improve you search ranking by connecting your site to the industry you serve.  On top of that, you know your space and keep yourself up to date on the latest thinking.  You know of plenty of 3rd party content that you could leverage in your blog...

...but, how can you leverage this content without running the risk of someone accusing you of stealing their intellectual property?  After all, you have a reputation to protect—not to mention protecting your business's interests.

Interesting ideas on how disruptiveness drives word of mouth

This article by Steve Knox explores the science behind why consumers talk (or do not talk) about things in their life.  I see this factor to be akin to the fulcrum that determines the effectiveness of your marketing lever.  While Steve's focus is more on consumer packaged goods products, his principles should apply across services and business to business products equally.  I liken Steve's "schemas" to be similar to the traditional marketing strategy frame of reference for a business and the disruption to be similar to the strategic points of difference.  

Read the full article here: http://adage.com/cmostrategy/article?article_id=141734

Thanks to Tom O'Brien of Motivequest for sharing the article.

 

Recommended Reading - Predictably Irrational

I just finished reading Predictably Irrational by Dan Ariely.  The book, which I had been meaning to read since it came out in 2008, has interesting insights from cover to cover.  Dan is part of a newish school of thought in economics called behavioral economics.  With traditional economics, people are assumed to make rational decisions based on the information they have on hand.  Behavioral ecomonics thinking challenges this rational decision making assumption.

Interesting guide to doing a customer interview

I like the way this fellow approaches performing a customer interview. 

He urges you to start with soft questions: "However, I found it far more effective to ask basic (but useful) questions up front. “What’s your role?” “What was the process you went through to purchase product X?”" This builds trust and sets the interviewee at ease.

And to ask customers to tell stories about their experiences: "It’s easy to for people to spout their opinions. Stories, however, are more useful for making sense of difficult situations".  I think this technique helps avoid customers sugar coating what goes on.

He also provides some good reference links as well.  Plus, he likes the way Terry Gross does an interview (as do I!)

Read the real thing here: http://caddellinsightgroup.com/blog2/2009/05/the-art-of-the-customer-interview/

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