Customers lie. Samples are biased. Respondents engage in and succumb to groupthink. But just because all customers lie doesn’t mean these lies aren’t useful. The lies that really get in the way of growing a business are the deeply held traditions and beliefs (biases!) within an organization that risk leaving big ships dead in the water, while new, lighter-weight organizations pass them by. Many of the great disruption stories are really best understood as marketing hacks – where a challenger business leveraged the organizational biases of a dominant player against the customer’s “lies.”
Farrah Bostic is the founder of the Difference Engine, which she created based on her belief that deep understanding of customer needs is essential to growing businesses through great products and services. Farrah has honed her customer-centric insights as an advisor to some of the world’s most respected brands, including Apple, Microsoft, Disney, Samsung, and UPS. Previously, she began her career as a creative and then went on to be a strategist at leading agencies, including Wieden+Kennedy, TBWA\Chiat\Day, Mad Dogs & Englishmen, and Digitas, where she was group planning director and mobile strategy lead; she also ran innovation as a partner at Hall & Partners and developed digital tools for online qualitative research as SVP of consumer immersion at OTX.
©2015, O'Reilly Media, Inc. • (800) 889-8969 or (707) 827-7019 • Monday-Friday 7:30am-5pm PT • All trademarks and registered trademarks appearing on oreilly.com are the property of their respective owners. • email@example.com
Apache Hadoop, Hadoop, Apache Spark, Spark, and Apache are either registered trademarks or trademarks of the Apache Software Foundation in the United States and/or other countries, and are used with permission. The Apache Software Foundation has no affiliation with and does not endorse, or review the materials provided at this event, which is managed by O'Reilly Media and/or Cloudera.