Nov 28, 2023
IN CLEAR FOCUS: Guest Jim Kraus is the President of the Buyer Persona Institute. In this episode, Jim explains the concept of Buyer Personas and unpacks the significance of buying insights for high-consideration purchase decisions. Jim walks listeners through the qualitative research process originated by the Buyer...
Nov 21, 2023
IN CLEAR FOCUS: Award-winning creative strategist Alex Santiago discusses his experiences with the 4A's Multicultural Advertising Internship Program, becoming a creative director at Publix Supermarkets, and establishing his own agency. Alex's approach to strategy focuses on human connections, captured in his book, "Stop...
Nov 14, 2023
IN CLEAR FOCUS: Marketing Week columnist and brand strategist Helen Edwards is the author of "From Marginal To Mainstream." Helen discusses why marginal behaviors, practiced by small population segments, differ from trends and how they can drive product innovation and category growth. Helen also offers strategies for...
Nov 7, 2023
IN CLEAR FOCUS: Scott Smith and Susan Cox-Smith of strategic foresight consultancy Changeist are co-authors of "Future Cultures: How To Build A Future-Ready Organization Through Leadership." Scott and Susan explain the practice of strategic foresight and how to be better prepared for a range of potential futures by...