xrematon

April 21, 2018

Hairy business

Filed under: Business,Consumer Trends,Futures,Innovation,Marketing,Uncategorized — by xrematon @ 10:34 pm
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Over the past year or so, I have had the opportunity to work on projects in the ‘personal care’ category – think all things hair, skin and other forms of beauty care.

Now, my first learning was actually that I had a lot to learn. Unlike food, where I not only have done many pieces of work over the years, but I am also deeply personally engaged given that I generally cook from scratch at least 10 meals a week, for personal care, I have limited exposure. I have bought the same brand of shampoo for the past 25 years and the same brand of facial cream for the past ten, and apart from other bare essentials (toothpaste and deodorant), I’m done. I have in effect opted out of some whole categories – make-up, more sophisticated hair care, treatments and styling and skin care (the latter, I realise now, is a particularly bit gap given that I am of the age when I should spending a good proportion of my disposable income on anti-ageing products. (For the record, I am currently relying on addressing wrinkles from within by eating lots of avocadoes).

But it turns out that personal care is a fascinating category which has some dynamics it shares with food and some which are quite specific to personal care. Let’s start with the similarity:

Personal care and food are both deeply influenced by the local cultural context. How and what we eat will, to a certain extent, vary depending on where we are: in the US, the UK and increasingly Europe, we shop from supermarkets and are happy to a certain amount of ready-made foods, going from dried pasta and bread all the way through to ready meals, and the food we eat will be quite diverse with many non-native items. In other countries, there are often stronger food cultures and more variety within that culture of food, for example think of all the different types of curry in Asia, but curry will still dominant, with fast food nibbling away at the edges.

In personal care too there are culturally-dependent preferences, for example beauty regimes in Asia are more complex and a lot of effort going into achieving fair skin. Interestingly one might argue, that just as with food, there is starting to be some globalisation/less variation across geographies. Think of the impact of social media on the convergence of aspirational aesthetics – everyone wants to look as lovely and beautiful as the Duchess of Cambridge or Meghan Markle etc.

However, there are important differences between the dynamics of food and personal care.

A key one is the direction of influence. In food, though we have ‘hot’ food cuisines, which become trendy for a year or two, for example it was Korean recently, but perhaps the crown has now gone to Scandi food, in general, food is becoming more ‘Westernised’. By this I mean that people are cooking less from scratch, there is greater consumption of processed and ready-prepared food, people’s food routines are changing with more snacking, whether to fill hunger gaps between meals or to replace meals entirely. And that’s not to mention the irresistible temptations of delights such as burgers, pasta and pizza.

In personal care, in particular beauty and skin care, the more interesting ‘stuff’ tends to be happening in the East first, in particular countries such as Korea and Japan, where people are willing to invest considerable time, money and effort into looking after their appearance. Fancy a 12-step skin-care regime anyone? It is from this region that the BB cream came, now a major staple in the beauty product world, as well as many other weird and wonderful products, such as syringe face-masks (not quite as dramatic as they sound!). So look East for beauty tips!

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March 21, 2018

Can graphic design save your life?

Can Graphic Design Save Your Life?

This is the arresting title of an exhibition I saw at the Wellcome Collection. It was a more interesting experience than I had expected, but I am not convinced I would answer ‘yes’ to the exhibition’s opening question.

Do you remember those iconic Silk Cut print adverts from the 1980s?

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Well, that’s what the exhibition started with – adverts to be admired for the way in which creativity was used to circumvent restrictions on advertising. This, in effect, is graphic design that brings you closer to the end of your life.

However, after this, the exhibits were centred on communications from the world of healthcare, and not just for patients, but also for would-be medics. The latter was covered by excerpts from text books and teaching manuals which were closer to works of art than academic material, as the below images suggest.

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What struck me most about the exhibits of medicines and other health products is the way in which they reflect the best in lowest common denominator communication approaches. The pill boxes below make it very clear what consumer need they are responding to. I have seen a similar approach used by smoothies and herbal infusions, which pitch specific products as the solution for a particular moment, whether it is the search for an invigorating uplift or a soothing experience.

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One area getting increasing interest as a way to increase public health is behavioural economics – for example making ‘good’ products easier to get hold of, whether this is about making them more visible or accessible on a shelf, or making the default option the ‘good’ one. Behavioural economics wasn’t mentioned in the exhibition but graphic design could be used in partnership with behavioural design to up the ‘oomph’ factor of a piece of communication or instruction.

And finally, it’s worth noting that it was a refreshing experience to think about paper and packaging which didn’t come alive. If the exhibition was repeated in 10 years’ time, it would be about how augmented and virtual reality can save your life!

January 20, 2018

Sea blindness

This is the term that the chief of the Royal Navy has used to describe our attitude towards the great expanses of water that cover our planet. “We travel by cheap flights, not liners. The sea is the distance to be flown over, a downward backdrop between take-off and landing, a blue expanse that soothes on the moving map as the plane jerks over it. It is for leisure and beaches and fish and chips, not for use or work.”

Not so – this is the driving force behind a recent read Deep Sea and Foreign Going by Rose George, a comprehensive investigation into the world of container shipping. I have long had an unrequited respect and interest in shipping – it is one of the topics which can be endless source of fascination once you actually open your eyes to its importance. At the start of her book, George describes playing a numbers game on the train – you think through what goods will have been transported by sea and the answer is nearly everything : that man’s iPhone and headphones, his book printed in China, the fabric of the seats people are sitting on, the coffee the author is drinking, the fruit they are carrying in the bag and so forth.

The book itself is centred around a journey George made from Felixstowe to Singapore on a huge container ship – if the ship discharged its containers onto lorries, the line of traffic would be 50 miles long. However, the book is more than simply a description of this voyage- the author effectively uses it as a springboard to investigate many other weird and wonderful places, people and phenomena that connect into shipping. This takes her into spending a week on board an EU warship part of the international effort to counteract piracy off the Somali coast, accompanying the chaplain at the Seafarers’ Centre in Immingham, a port on the north-eastern coast of England, and even ringing up one of the ladies who knits the woolly hats that are distributed to sailors.

Despite this breadth of detail, I must confess that I finished the book with my curiosity not completely satisfied. I wanted more depth – to connect with what it really feels like to spend a month on one of these ships. What did she do each day, given that internet connection was sporadic, some of the crew didn’t talk much English and they weren’t really many of them? Come the end of her journey, George seems to be loath to leave the ship but I haven’t got enough of the experience to understand why this can be, given the potential for boredom hinted at earlier, coupled with the fact that she describes how vibrations from the ship’s engine (aside from any weather-related pitching and rolling) make sleep difficult, and she is vegetarian on a boat where the cook seems to struggle to understand what this means and there is very little fresh fruit and veg.

Perhaps what I was after was more poeticism. Just after finishing the book, I read a review of a more recent contribution which describes ten winter days on a Finnish icebreaker. According to the review, Horatio Clare, the author, writes “seeing silence”, and the ship itself seems to him no more than “the tip of a pencil line trailing off into empty space”. He is intoxicated by elemental extremes, dizzied, brought close to laughter. His dead mineral world—all crystalline ice and hard metal—stirs and quickens. Ice “sidles aboard, rinds the rails with icicles…is all but alive”. While down below, in the engine room, there grow “vines of copper piping and sprouting thermometers, the fuel pumps budded with bolts and flowering stopcocks”. There isn’t anything really like this in Deep Sea and Foreign Going. Perhaps just a few more pictures, and of better quality than the almost grainy, soul-dead black and white ones currently included, would have helped.

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Griping aside – I must make clear that the book is definitely worth reading, incredibly interesting and well written. There are a couple of stand-out bits and pieces.

The first is the little discussed but very real issue of noise pollution. This is discussed in a chapter George devotes to investigating whales and their interaction with all those ships trekking back and forth across the oceans. Rose goes to visit a laboratory in Cape Cod whose scientists aim to better understand how to protect the declining North Atlantic right whale population. We know that whales have been affected by hunting as well as chemical and material pollution. Well, it seems that the additional sounds we humans create will have noxious effects too. This is not just from the incredibly noisy engines of huge ships, but also from laying out cables on the sea bed, firing airguns for seismic surveys, fishermen sending out pings for echolocation to find fish, whilst the military deploy sonar. Sometimes the effect of all this is tangible: forced change of habit to flee the sound, whilst military sonar induces the bends in dolphins and whales so that they arrive on the beach with blood on their brains. Sometimes, it is hard to work out what the impact might be, but one researcher found that a quiet and still sea resulted in much lower levels of stress hormones present in whales compared to days of noise.

The second picks up on the harsh and potentially dangerous livelihoods of those who work on container ships. There are the obvious negatives, such as being away from loved ones for long stretches of time, but this is exacerbated by the fact financial pressure often forces these individuals to all too swiftly sign up for another passage. In addition, a large proportion of those who make up crews come from parts of Asia and get their work through middle men whom they don’t want to annoy by refusing jobs. Then you have to factor in the risk of accidents from storms and the bigger worry of piracy, which becomes particularly challenging when it is not clear who has responsibility for looking after the workers when these problems arise. Is it their own country? But their own country would argue it is the company employing them, coming from another country? Or is it the flag under which they are flying, or the territory in whose water the incident took place? It isn’t clear and that’s why it is often takes a long time to get kidnaps resolved. Despite this, and the fact conditions all round can be compared to a sweatshop, the Fair Trade Association’s comment is of one defeat: “Incorporating shipping requirements into our standards and certification processes would add to auditing costs.”

The third and final point is that there is no mention of the possibility that the flows of good might possibly start to change. In the general media, there has been much hype around the potential for 3D manufacturing to make near-shoring a real possibility, whilst a shift to services as well as intangibles (think of streamed media replacing DVDs and CDs) means that less ‘stuff’ needs to be shunted around the world. But given the volumes currently involved, I am not sure a marked shift will happen any time soon. Until then, we need to remember to be less sea blind.

December 19, 2017

No, you don’t see it

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What do you make of the rather enigmatic image above? Any clues as to what it might represent or where it could have been taken?

Well, it’s a photo I took from a visit to the Perfume exhibition on at Somerset House over the summer – which turned out to be surprisingly interesting and entertaining. Going round the exhibition made me realise how much of a construct perfume is – an insubstantial experience onto which we can overlay our own memories, prejudices, preferences etc. Obviously, this trait is exploited in order to create branded perfumes, where the constructs have been determined by the marketing bods at big commercial perfume houses.

Looking at the packaging used for perfume bottles over the past couple of decades makes clear how perfume is ‘of its time’ – a thing created for ‘then’ . A bottle from the 1950s looks as though it is a prop for one of the early seasons of Mad Men, whilst the ck one bottle appears pale and dated.

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The only bottle on display to stand the test of time is the one below – quite resolutely a timeless classic.

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The rest of the exhibition was organised through ten rooms, each of which ‘housed’ a scent created by a different modern perfumer, which we were encouraged to ponder over and capture our thoughts on using special little notes postcards.

What was most interesting was how far the set-up / design of the room influenced my interpretation of the smell. Some rooms were almost heavy handed in how they introduced the scent: one had a film of laundry flapping on a washing line against a blue sky with seats draped with white sheets.

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Others gave more clues but still left you space to create stories. For this scent, there two couches decorated with rather florid fabric. Was this meant to be a psychotherapist’s study? I could easily imagine a Brooklyn lady in her late 50s, with frizzy black/grey hair, big earrings, hundreds of books lining the walls, and her heavy scent in the background.

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And what would you make of the below?

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It was all too easy to fear the worst and I hesitated to approach and sniff. It turned out to be fine: a rather sickening, cloying smell, but distinctly more in the realms of perfume as oppose to just bodily odours.

There was one particular scent where the set-up was ambiguous. The friend with whom I visited the exhibition picked up on the black leather pouches and dark wood and thought of a boxing gym, and found the smell deeply masculine and sexy. But it turned out the intimate closed space and heavy sandalwood scent was meant to recall confession boxes!

These different scents were created by what would be described (unavoidably!) as the ‘new generation’ of perfumers – those who are ready to break with convention and take a different and often unorthodox approach to scent. Though I may use a mocking tone, on reflection, it did strike me that perfume and commercial scents are really still very conservative. Gender-neutral perfume actually isn’t really that ground-breaking; read the below blurb introducing a more ‘cutting edge’ perfume.

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Such perfumes come across as experimental, deliberating courting controversy, perhaps comparable to how art behaved a century ago with artists such as Marcel Duchamp taking a urinal and making it into an artwork called ‘Fountain’. I wonder how the world of perfume will settle down once it has got past this rebellious phase.

In the interim, we can enjoy the inventiveness. Fancy a perfume inspired by Nutella?

Or theme park rides? You can even get the smelly postcard of it.

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November 19, 2017

By floral design

Can you think of any place or occasion when you have been able to go into a shop and order the same thing that you found there six years ago? Well, this is what I was able to do when I went to Laura Ashley to get some fabric to replace some curtains, once gently glowing and resplendent, but now sadly frayed and tatty.

Making this purchase gave me the opportunity to experience some more of what Laura Ashley is about. To be honest, I must confess that I am surprised it is able to survive in a world where lots of design is about either minimalist clean-lines Scandi or cosy hygge-inspired Scandi. A quick check online reveals that it is struggling and looking for better opportunities in emerging markets where British floral fancy might have more appeal.

The main part of my time in the store was spent getting through the process required to sign up to the store card. I only consented as it seemed silly to throw away the opportunity to get a 10% discount, but it ended up being rather complicated. How come? Well, I blame the checks and balances put in place to ensure consumers are not being mis-sold. Legal requirements they may be, but from a customer experience perspective, they are not positive. This is why:

  • I had to watch a video which explained my rights and what I was signing up to. But as this was a shop, I effectively had to sit at the desk in the corner where they check orders. It just felt really odd and uncomfortable.
  • Worse still was providing all the personal information needed to apply for a store card. It wasn’t just stating one’s age but also one’s annual household income – all on the shop floor.
  • Doing the above and filling in lots of forms end up taking 30 minutes. I am not sure it is worth spending half an hour to get back £20. It raises the question of what is the balance of saving time vs money…

And obviously, I cancelled the card as soon as I got home. It had not been even explained to me that there were incentives beyond the initial purchase discount.

But all that being said, to go back to my opening question, I was really rather pleased that Laura Ashley are ‘consistent’ in their stock. Fingers crossed my duck egg Villandry will still be there when I need to replace curtains again in the years ahead.

Laura Ashley

October 18, 2017

Domestic time travel

Filed under: Consumer Trends,Marketing,Uncategorized — by xrematon @ 9:05 am
Tags: , , ,

I work from home and thus tend to think rather a lot about domestic spaces. So perhaps it’s no surprise that my latest blog post here will relate my experience of going to a museum which is all about homes through the ages.

A couple of months ago, I finally had the chance to visit the Geffrye Museum. It’s in achingly cool Shoreditch, which in reality means tramping along very busy and grimy roads as the public transport connections are rather limited. The museum itself is situated in restored and refashioned almhouses and an oasis of calm and greenery in the midst of the urban bustle.

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Unlike many museums and exhibitions, which seem to eschew putting things forward in chronological sequence in favour of following themes, the Geffyre Museum solidly set out its rooms in historical order. We travel from the 1600s up to the twentieth century, going through halls, parlours, living rooms and kitchen-dining rooms.  Below are a selection of images from these different eras.

 

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As I walked through the rooms, admiring how our tastes in wood, flooring material, upholstery and other such delights have changed over time, a number of observations struck me.

In reality, I doubt whether many houses would have looked as laid out in the museum at the period specified. Furniture tends to hang around for a long time. Speaking from personal experience, I know that I have a table and chairs that belonged to my husband’s grandmother, as well as items that have only appeared within the last year or two. The reality of homes is that they are less aesthetically coherent with a mish mash of items from many different eras.

The impact of changing patterns in work have fed through into how spaces are used and owned within the house. Over the past century or two, as the idea of going to a factory or office for employment (rather than running one’s business or trade from home) has become more common, it means that living rooms have become more ‘feminised’. They became more clearly places where women and children spent most of the time with room for games and instruments, and more ‘cosy’.

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There is lots of discussion about the growing importance of China on the world stage today – think not just of its economic might as the second largest global economy, but also its growing political leadership, for example in committing to the Paris climate change Accord whilst America has not. It was interesting to see evidence of when China was also influential earlier. However, it was seen more as an exotic place full of interesting and beautiful art, culture and history. In the early eighteenth century, drinking tea from China was a novelty and also a luxury. You would not find the big clunky mugs from which we slurp our ‘builders’, but instead tiny porcelain bowls and saucers to make the precious drink go further. Cupboards were inspired with intricate ‘Oriental’ designs made to look like Japanese lacquer (but actually made in Europe).

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Perhaps what was most distinctive about the museum was the fact its focus was on middle class households. When we admire rooms and furniture from the past, it tends to be within the setting of big posh stately homes and thus reflecting the lifestyles of the very rich and very privileged. Instead, the Geffyre Museum lets us see what those in the middle experienced. Though you don’t get the sumptuous décor and extraordinary attention to personal comforts, as for instance found at Eltham, looking round is more engaging as it is more accessible.

I wonder what ‘my era’ will look like when it is put up to visit?!

April 18, 2017

When something goes wrong at work, what happens?

The answer to this question is explored in Matthew Syed’s book, Black Box Thinking, which proposes that we could benefit from embracing our mistakes and learning from them in order to improve our performance. As with many of these books, the ideas they put forward are, on the surface, very compelling. Who could argue with the need for pompous senior health care professionals to accept they make errors, that hierarchy can be challenged, and the system reformed to ensure that people do not die from what are avoidable mistakes? The airline industry has shown that it is possible.

This is all well and good, but there is more to say about the process behind which we make decisions. Just pick up something by Malcolm Gladwell for instance. In Blink, as well as Outliers, we are introduced to people who are altogether brilliant at knowing what to do: they can make amazing snap decisions better than others who might spend hours on analysis and evaluation; and it’s often because they have in fact spent thousands of hours becoming expert in the area. That to me sounds a bit like what you want from a senior surgeon. So, it seems that it’s acceptable to work something out super quickly and trust your instincts, except for when it goes wrong. The key learning that comes out sounds surprisingly moral: avoid complacency and hubris.

But let’s go back to question in the title to this post: what happens if things go wrong at work. In my area of consumer trends and insight, I am not sure! This is both in terms of knowing whether things do go wrong or not, and if they do, what the implications are. Unlike in surgery or aviation, when a mistake can lead to the loss of human life, in marketing, the consequences are less clear cut.

Though it might be possible to argue that product sales or the loss of a client account are indicative, the more significant issue is that there is a lack of a clearly agreed metric or consensus over how such evaluations are to take place, let alone an obvious path or process for acknowledging these situations and actively learning from them. To be fair, I have known some agencies that carry out review sessions after big pitches or projects in order dissect what worked well and what didn’t. However, this is rarely consistently done, even within the same place, more often than not it is at the whim of how agency culture and priorities ebb and flow over time.

But the space where there is some energy and debate as to what is the right thing to do in marketing is not quite around learning from mistakes, but another form of improvement/trying to make things better: innovation. In a piece on Branding Strategy Insider, Geoffrey Colon argues that the challenge in marketing lies not so much in accepting that mistakes represent learning opportunities, but in being ready to have an open mind as to whether ideas might come from.

Teams of “experts and insiders” can be marketing’s worst enemy. Because they believe there is only one approach to finding a solution, they tend not to accept outlying ideas. When marketing teams represent a cross section of disciplines, the problems are quickly solved and the solutions are often applicable to other areas of business as well. One reason industries are being overthrown is that they don’t allow outsiders into their inner circle to provide new ways of thinking.

It seems the challenge for marketers lies not so much in removing the boundaries of hierarchy, but those of subject matter and discipline. But, at the end of the day, it is still about humility and being ready to accept that you don’t have all the answers – even if we can’t be too sure when it’s not right!

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March 19, 2017

Weapons of Math Destruction

Filed under: Business,Coaching,Consumer Trends,Marketing,Sustainability,Uncategorized — by xrematon @ 8:50 pm
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There is much chatter about corporate social responsibility but little deep thinking about more complex moral concepts. This is what struck me as I read a polemical book about the troubling implications of living in a world ‘controlled’ by algorithms – Weapons of Mass Destruction: How Big Data Increases Inequality and Threatens Democracy by Cathy O’Neil.

The author’s Big Message is to highlight how the clever models that sit behind how decisions to evaluate teachers, job candidates, prospective customers for insurance, consumers etc, are not as objectively fair as we might think, often capturing the biases of their creators, as well as more importantly creating negative feedback loops reinforcing social divides. Poor people living in bad neighbourhoods pay more for insurance as they are higher risk; thanks to accurate targeting, they can be more easily identified to be sold payday (or equivalent high cost/poor value) loans.

Whilst this is indeed troubling, my overall response to the book was to feel glad that I don’t live in the US and that, in the UK (I think!), there are more checks and balances in place to stop the level of exploitation seen across the Atlantic occurring.

However, after reading the book, I did start to notice other examples of concerns being raised about the moral implications of business approaches.

First example: an article widely circulated among the senior management at a major international marketing powerhouse. This article raises far more worrying concepts – how search engines are effectively being ‘gamed’ by organisations who wish to propagate ideas that would normally be dismissed out of hand in a liberal democracy. The journalist tried seeing what happens when you start typing in “are muslims…”, and seeing what comes up in Google Instant (though I must confess, I didn’t get anything as bad), she observes, “I feel like I’ve fallen down a wormhole, entered some parallel universe where black is white, and good is bad.”

Second example: an interesting piece in a recent edition of 1843. A writer for the magazine went to California to ‘meet the scientists who make apps addictive’. In a way, this article provides a much-needed human face to the O’Neill book. It seems that the clever people behind all the clever new apps and algorithms are not actually evil. They are described as ‘hipsters from San Francisco – all nice people’.

However, some of them have realised that what they are unleashing on the world may not be so straightforwardly ‘good’ after all. The founding father of ‘behaviour design’, B.J. Fogg, is quoted as saying, “I look at some of my former students and I wonder if they’re really trying to make the world better, or just make money. What I always wanted to do was un-enslave people from technology.” Let’s see what some of these students have been up to:

  • One of Fogg’s alumni, Nir Eyal, went on to write a successful book, aimed at tech entrepreneurs, called “Hooked: How to Build Habit-Forming Products”.
  • Another, Tristan Harris, resigned after working for Google for a year in order to pursue research into the ethics of the digital economy. “I wanted to know what responsibility comes with the ability to influence the psychology of a billion people? What’s the Hippocratic oath?” Whilst Harris was convinced to stay on temporarily as design ethicist and product philosopher, he soon realised that, although his colleagues were listening politely, they would never take his message seriously without pressure from the outside. He left Google for good to become a writer and advocate, on a mission to wake the world up to how digital technology is diminishing the human capacity for making free choices.

My final example is a film, but it succeeded in make me think the most as it captured my imagination and brought to life the moral dilemmas at play most powerfully. Eye In The Sky explores what happens when a drone is to be used to launch a bomb into a crowded street in Kenya in order to kill a wanted terrorist. Clever algorithms make use of Big Data to calculate what is the likelihood that a small girl selling bread on this street might be killed too by this bomb. For the minsters approving the mission, it is only acceptable for the bomb to be launched if the likelihood is below 50%. Initially calculations suggest the risk is over 50% (that’s what the model says), but in the film we can see how human actors can override and manipulate models. It is clear that ultimately humans need to be ready to make difficult decisions – and live with the consequences.

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February 15, 2017

Going fast and slow

Streamlined, friction-free, hassle-free, speedy, smooth.

The list could go on – what I hope these adjectives capture is how, in some elements of retail, there is an increasing focus on making the process of purchasing and acquisition simpler and quicker. Amazon is the prime example of this (inevitable pun), with various initiatives coming in thick and fast. There is Amazon Echo, through which you can place orders for music and Prime-eligible physical products; and then there are the new shops, Amazon Go, where customers can walk in, put what they want from the shelves straight into their bags and then walk out again.

Now I must confess that neither of these options has particular appeal. However, I have been tempted by the simplest of all the Amazon efficiency offers: Prime delivery. As a household, we accidentally signed up for a month’s subscription, and in the interests of research, I ordered and successfully received a same-day order, with an eight hour gap between putting in my request and tearing open the package. It was probably the quickest way to get these books. I would have otherwise been obliged to go into a big bookshop in London to be sure of finding them, but it all felt rather anti-climactic in the end. Drone delivery will be more exciting.

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But what about the idea of going slow? Yes, I will acknowledge that this is getting attention in its own right, but in a way that is all aspirational and fetishised – think slow food, slow living, mindfulness, hygge etc. But what about slow as a practical approach to life?

Communication, like shopping, has all got much easier, in particular thanks to smart phones, which means we can pick up calls, texts and emails, whenever and wherever. I would like to share with you a recent example of a surprisingly simple but highly effective way to slow down communications. This example came from a colleague who is the head of an important public institution, and thus on the receiving end for complaints and concerns from users. As most of us will have no doubt experienced, it is all too easy to get bogged down in a long and ever expanding spiralling email thread. Here is what this CEO did: in response to a ‘difficult’ email, they sent a letter back. Why it was so successful?

It stopped the discussion at once: no one could be bothered to write a letter back and it seems rather odd to reply to a letter with an email.

It stopped any forwarding and copying in additional individuals, as is very easy to do with emails, thus ensuring that the discussion could be tightly controlled/managed, in a perfectly acceptable way.

And finally, and this is the sweetest part, the recipient was happy and no longer aggrieved. Who could fail to be pleased with a letter which is on nice, thick, headed note paper and which shows that the original comments have been reviewed and reflected upon, and have prompted a carefully considered response?

Now the challenge is to think about how this tactic can be deployed equally effectively in other contexts. Not sure it would work as a means of dealing with edits to Powerpoint decks – shame!

 

January 14, 2017

Putting big money in the little things that make a difference

Filed under: Business,Consumer Trends,Innovation,Marketing,Uncategorized — by xrematon @ 4:28 pm
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I have had the opportunity to do a number of projects in areas different to my usual diet of FMCG-relevant global consumer perspectives. Health, and in particular cancer, have been the object of my intense focus over the recent months.

Whilst I have realised that there is a vast amount to learn in these fields, it is also possible to find some familiar principles. One of these is acknowledging the importance of the customer perspective, whether a ‘bog standard’ consumer or a patient. The reason this is so striking in medicine and the more clinical side of healthcare is that traditionally the clinical perspective is the one that dominates and drives how things are done. Whilst this ensures that the patient has the greatest chance of getting better in one sense, it does not necessarily mean that the patient experience is the best. For example, recent surveys found that patients treated by London hospitals reported poorer experiences compared with those treated by hospitals in other English regions, despite the fact that London houses many of the top centres for cancer with world leading experts and cutting edge equipment.

However, there are signs that there is growing recognition of the need to factor in more of the non-clinical angles to being a patient.

  • There is important policy support. The latest cancer strategy included a commitment to ensuring that ‘every person with cancer has access to the elements of a Recovery Package by 2020’. The Recovery Package is part of an overall support and self-management package for people affected by cancer and includes a Holistic Needs Assessment which encourages healthcare professionals to understand how patients are feeling not just physically, but also emotionally and what’s behind this.
  • It is possible find examples of small tweaks to process, ‘little things that make a difference’, which are being instituted and at very little or no additional cost. The North Shore–LIJ Cancer Institute, one of the largest providers of cancer care in the New York metropolitan area, gives radiation patients and family members tours of the treatment rooms in advance to help address fears about going through the daunting and unknown experience of radiotherapy.
  • There also examples of where things were done differently, even though this did have major cost implications. The new cancer centre at Guys Hospital was built using input from a panel of cancer patients with the result that it houses the first radiotherapy machines in Europe above ground, despite the fact this was significantly more expensive. This means that patients will not receive their radiotherapy treatment in a windowless bunker below ground level, as usually happens, but be in more positive environment for what is already an unpleasant experience. Likewise, in the US, health care provider Bellin designed a freestanding facility for cancer, locating it off a major highway several miles from the hospital. This centre houses all oncology and administrative staff members and provides comprehensive and coordinated care. The facility not only makes it easier to deliver efficient service, but also offers a more calming experience for patients with easy parking; specific design codes of soft colours, natural materials and lots of natural light with a garden visible from the infusion room. Without patient input, Bellin would have followed a consultant’s recommendation to simply add a more ‘impersonal’ cancer wing to its hospital.

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Let us hope that, despite the uncertain economic climate, these important principles continue to be practised and do not return to be empty statements of intent.

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