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    Some time ago, we wished you the beauty of simplicity, a world where there would be less structural mitosis, where the proliferation of offers would be better controlled, where the ways of working would be consolidated; We suggested to better define how much details is enough, and finally,…

When we are getting near the end of the winter, we start to see how flowers could grow through the ice. Beauty is there. Beauty has been there for a long time before it could emerge.   In transformation processes, we would like to see results emerge quickly. We put…

It is a common idea among marketing practitioners to believe that markets are pre-existing and that they need to be discovered (un-covered, may be). In other words, marketing managers should be well equipped with picks and shovels and dig deep to excavate needs. A careful look at market practices shows…

“Budget are useless, they prove to be wrong within just a few weeks. This time consuming activity is useless, why do we carry on with budgeting”. Such was the essence of a conversation I have been exposed to recently. Most of the participants nodded to the comment activating their mental…

…And thinking what nobody has thought”. This is a beautiful definition of discovery attributed to Albert Szent-Gyorgy and brought to us by Jules Goddard and Tony Eccles in their wonderful “Uncommon sense, common non sense”. When marketers are unfamiliar with the market they want to explore, they tend to observe…

  …Than the wrong thing right. Kahneman received his Nobel Price in economy for his work that challenges the rational model of judgement and decision making. He observed that cognitive strain is affected by both the current level of effort and the presence of unmet demand (Kahneman, 2011). Alternatively, you…