Entries Written By Bo Beep
Good segmentations are costly, complex and constantly refined undertakings: multi-disciplinary, multi-agency, multi-methodology. So they must be right.
But in many ways the lack of science or real laws in marketing tempts us to give segmentations more credibility than they sometimes deserve.
Videos, despite being mightily powerful business tools for engagement and persuasion are, frankly, dumb beasts.
For all their walkie-talkie pfazz, they are black boxes.
Worse: they suffer from their own form of Locked-In Syndrome. Once viewed. They then close up. You know their name. But not what’s going on inside.
There was another realisation: that they functioned better as a team when they were having fun. And Watch Me Think is a business that takes fun very seriously, believing it leads to more effective teamwork. Interview with Alistair Vince, Chief Tinkerer, Watch Me Think in FDIN.