Desire paths are a concept born in the physical world. You see them in places where there is a nicely planned path of travel — like a
The book “Killing Marketing,” the latest from Joe Pulizzi and Robert Rose, says this: “We must kill marketing that makes a living from
Instead of a scientist measuring a particle, imagine you’re a marketer and the red dot is your audience. You really want to know who
In marketing, empathy is a code word for understanding your audience’s needs. At least … that’s the goal.
Far too often we’re finding that the process of building personas is becoming the focus, rather than the resulting knowledge.