• Word of Mouth vs. Viral Marketing

    Word of Mouth vs. Viral Marketing

    The September 4 issue of Brandweek magazine contained a small note on how Gary Spangler, who is responsible for word-of-mouth campaigns on behalf of DuPont, rescued the term "word-of-mouth" on Wikipedia. Spangler heard the free online encyclopedia was considering eliminating the term in favor of "viral marketing". He…

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  • When There is No One to Ask and Everyone is Watching

    When There is No One to Ask and Everyone is Watching

    From 1992 to 1998, Franco Bernabe’ was the CEO of Eni, Italy’s large, energy-focused industrial group. During that time he transformed the organization from a debt-ridden, government-owned and politically controlled entity into a competitive and profitable publicly traded corporation focused on energy production. Along the way, he divested…

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  • The Knowing vs. Doing Gap

    This past week, Guy Kawasaki posted a blog entry titled "Why Smart People do Dumb Things" where he proceeds to enumerate a number of reasons extracted from the homonymous book by Dr. Mortimer Feinberg and John J. Tarrant. Among them he lists hubris, arrogance, narcissism, unconscious need to…

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  • Welcome to the Conversation

    In observing what is happening to the marketplace and the blurring of traditional business roles, it has become increasingly clear to me that what we have called the experience economy from the famous book by Joseph Pine and James Gilmore and the new conceptual age with Daniel Pink,…

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I pursue it through narrative analysis and story design using conversation as a sense-making tool. 

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