NEED insight

I have to admit my reaction to hearing about the new LinkedIn campaign was a touch cynical. They sum it up as: “whatever motivates and inspires you, we’re a community that helps you realize your definition of success”. There was something about that swarm of buzzwords that made me run for cover. Reading the insight behind it didn’t help, either. According to a survey conducted by YouGov on LinkedIn’s behalf, 29% of British people believe that traditional perceptions of succes

For me, there’s only ever been one place to start in marketing. It has to be the consumer. The purchaser. Whatever you want to call that. Customer focus. Market orientation. The person who may want to buy what you’re selling. I'm battle-hardened to all the criticisms: “People don’t know what they want until they see it.” “Consumers don’t think how they feel, they don’t say what they think and they don’t do what they say.” “Steve Jobs never asked the customer.” I know the deba