Henry Ford

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating customers for life. Combining her passion of adventurous listening and working across diverse industries, her "outsider-insider" creative branding and merchandising expertise and objectivity has been valued by companies as diverse as Spanx, Ben & Jerry's, Celestial Seasonings, CHEFS and Boston Proper.  She holds an MBA and has dedicated more than 20 years to providing clients both domestic and international with innovative approaches to branding, product development and creative messaging. She is the author of  two books in which she shares her hands-on approach for both brand building and creating customer-centric products that enhance brands: ThinkAbout: 77 Creative Prompts for Innovators, and BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. You may reach her at asyverson@ierpartners.com.

"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them," said Steve Jobs. One of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered because of the implications that Jobs makes about customer feedback. Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree

In 1984, Steve Wozniak and the late Steve Jobs introduced the Mac. In 1984, Peggy and I launched WHO'S MAILING WHAT!—a newsletter and junk mail archive service. We all have a joint 30th anniversary. Why did Woz and Jobs create riches beyond the dreams of avarice while Peggy did not?

We can guess a lot about how consumers' lives are changing through gut feeling and observation. But seeing that something has changed seldom reveals the insights you need to frame a marketing campaign.

Scott Monty, whose formal title according to his LinkedIn profile is "global digital and multimedia communications manager," became part of Ford's forward-looking approach to marketing in July 2008.

In the study "Crowdsourcing and Individual Creativity Over Time: The Detrimental Effects of Past Success," Barry L. Bayus delves into one of the main ways organizations are getting social with consumers.

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