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Paul Marsden

Speed Summary: Against Empathy – The Case for Rational Compassion

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Against Empathy: The Case for Rational Compassion Author: Paul Bloom Publisher: Ecco Publication: 2017 Are you a good “mindreader”? Empathy techniques for reading the minds of consumers are becoming increasingly popular in insight, innovation, and design. Despite supernatural overtones, mindreading is perfectly natural and one of two defining characteristics of the human capacity for ‘empathy’ (a term coined…

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Pre-suasion (Speed Summary)

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Pre-suasion: A Revolutionary Way to Influence and Persuade Author: Robert Cialdini Publisher: Random House Books Publication: 2016 The most valuable commodity of the 21st century is attention. Although attributed to investor and philanthropist Esther Dyson, this insight is subject of Robert Cialdini’s new book Pre-suasion. ‘Pre-suasion’ is the art of influence by capturing and channeling attention. Rather than…

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Unilever – How to Build an Insights Engine (HBR Summary)

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In the latest Harvard Business Review special edition on consumer insights, Unilever has shared its 10-point blueprint for “building an insight engine”. Penned by Unilever’s Keith Weed (CMO) and Stan Sthanunathan (eVP CMI) (along with Frank van den Driest), the article is useful for brands looking to use insights rather than simply generate them. What is an “insight…

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How Brands Grow Part 2 (2016) [Speed Summary]

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How Brands Grow: Part 2 Author: Byron Sharp & Jenni Romaniuk Publisher: Oxford University Press Publication: 2016 Are you a card-carrying ‘Sharpie’? (fan of Prof. Byron Sharp and the simple Ehrenberg-Bass approach to growing brands). If so, then you’re in for a treat with How Brands Grow Part 2 (HBG2), the followup to the original must-read international bestseller on…

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Edge Strategy: A New Mindset for Profitable Growth [Speed Summary]

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Edge Strategy: A New Mindset for Profitable Growth Author: Alan Lewis and Dan McKone Publisher:  Harvard Business Review Press Publication date: December 2015 If you’re not innovating on the Edge, then you’re taking up too much space. That’s the insight for innovators in Edge Strategy; A New Mindset for Profitable Growth by Alan Lewis and Dan…

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Smarter, Faster, Better [Speed Summary]

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Smarter Faster Better: The Secrets of Being Productive Author: Charles Duhigg Publisher:  Heinemann Publication date: March 2016 Want to make your innovation efforts more productive? Then the secret is simple. Never start by creating something new. Instead, innovate creatively by combining existing solutions. In Smarter, Faster, Better: The Secrets of Being Productive, Pulitzer Prize-winner Charles Duhigg…

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Sprint by Google Ventures [Speed Summary]

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Sprint: How to solve big problems and test new ideas in just five days Author: Jack Knapp, John Zeratsky, and Braden Kowitz Publisher: Transworld Publication date: March 2016 Google does them. Airbnb and Facebook do them. McKinsey does them. Government agencies do them. Start-ups do them. We do them… Everybody is doing ‘design sprints’ these days…

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She’s Still Got It – Beauty at 50-Plus

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Brand Genetics associate Rachel Clare is featured this weekend in the Sunday Times for her research into beauty care for the 50+ female demographic. A non-firewalled version of the article ‘Over 50s Market Prefers ‘Enhancement’ to Anti-Aging‘ can be found here. Top insights from our research include Beauty care innovation for 50+ females too often…

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Value Proposition Design [Speed Summary]

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Value Proposition Design: How to Create Products and Services Customers Want Author: Alexander Osterwalder Publisher:  Wiley Publication date: 2015 What’s your value proposition? How do you add value to consumers’ lives? Value Proposition Design is the new hit framework for innovating products and services that people actually want because they are useful in helping them achieve what…

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The Science of Why [Speed Summary]

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The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy Author: David Forbes Publisher:  Palgrave Macmillan Publication date: 2015 For marketers, what motivates consumers matters.  Why? Because motivation is what drives consumers to buy; motives are psychological tension states that push us to act – the ‘why’ behind what we buy.  But there’s a problem.  Motivational research is a mess;…

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