Here’s what we’ve been reading this week.
The CMO’s go-to playbook for growth has run its course. Customer experiences are stagnant; digital sameness has taken hold; tech spend is skyrocketing, and cost reductions have cut to the quick. Where should CMOs turn to grow their brands? Our research shows that investing in creativity will help firms achieve higher returns over a six-year period. It’s time to differentiate and move on from faltering brand experiences with agency creativity.
But the phone itself was once a profoundly disruptive technology for the English language (and presumably for other languages, too, though this book’s focus is English). As McCulloch explains in one of many illuminating historical anecdotes, simply settling on a standard greeting made for acute confusion. What initially started as a battle between “ahoy” and “hello” (another contender was “what is wanted?” — my new phone greeting) was eventually resolved in favor of “hello”; the word has the same origins as “holler,” and was used at the time as a call for attention.
“Hello” later became an acceptable greeting for all kinds of interactions, but it took a while for it to lose its whiff of impertinence. Now “hello” is not just polite but even a bit formal, compared with a nonchalant “hi!” or “hey!”
Historical data is a good guide to the future. But the most important events in historical data are the big outliers, the record-breaking events. They are what move the needle. We use those outliers to guide our views of things like worst-case scenarios. But those record-setting events, when they occurred, had no precedent. So the forecaster who assumes the worst (and best) events of the past will match the worst (and best) events of the future is not following history; they’re accidentally assuming the history of unprecedented events happening doesn’t apply to the future.
If you are frustrated with your seemingly irrational behavior, the root issue may be deep subconscious programming known as your “attachment style.” Your attachment style dictates how you relate to other people, particularly in situations that trigger stress.
Attachment style discussions typically arise in relation to the bond between parents and children or romantic partners, but in my work as a time management coach, I’ve seen that individuals can also “attach” differently in the workplace. Here’s how to identify your attachment style, and take control of how you manage your time.
Bonus: Things that we’ve been listening to or watching