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To drive effective marketing innovation, you first need the right objective. Dentsu innovation solutions officer Jeff Tan shares how talking to real customers, understanding constraints and reframing your innovation challenge can help create a watertight brief.
It’s time to get away from your desk and go talk to customers: you heard me. In today’s world, many of us are afraid to talk to our customers. As a result, we struggle to empathize with them.
Interviewing customers used to be standard practice. Recall the first scene in Mad Men when Don Draper is in a restaurant working on ad copy. The Don strikes up a conversation with the waiter and says, “Old Gold man huh? May I ask you a question, why do you smoke Old Gold?”