The Pivotal Pieces: Insight--> Implication

As we focus on driving brand performance for our clients--particularly going into 2010...it keeps coming back to a thought process...actually a mini-reflex mechanism in my brain.

Insight--> implication. Stimulus...implication. Business and marketing objectives, context, business inputs---then implications into strategies.

Insights into implications then ideas/innovation--> action.

"innovation out of insight"

One of two strategic planks that drove our success and client desire to buy. The other was our relentless focus on: "aggressively driving brand/business performance" (the cornerstone to NOW and iNOW).

So i was just part of roundtable Tech Dinner where everyone serves up perspectives and then they are debated and shared. Just great coming off of our MKTG-TECH Mission in India last week.

So here is why i am snap reflexing on stimulus and implication:

--Open Sourced Software---> Apple/Goggle playing as a new set of rules---> M-soft and its expensive software model is challenged today..tomorrow...while no one is watching

For more on Google Chrome:  http://bit.ly/PEqjt

--Digital content at your fingertips and free---OMG...the newspapers, the local stations, radio...major landslide is coming..and the impact on industries and the content that is underwritten thru std means is going away. Creates new opportunity.

--Marketer shift to new performance model--spend a dollar get performance results or not-->coupled with what drives consumer shifts...personal brand experience, WOM from family and friends (partic digital WOM, then Martha Stewart and Food Network or DIY shows) (AND NOT TRAD MEDIA!!)...causes the entire marketer focus on the purchase funnel to shift.

It is shifting...we are doing it for our clients..and the big implication: Madison Ave. is toast! As one person put it, "big agencies are like frogs on the griddle...just getting fried!"

Why can't the agencies get it for the most part? Clients want solutions that will drive their business. Not build awareness. Drive the hell out of sales!  And agencies are not trained or experienced in this performance skillset!

Big implication!

So hold and watch the shifts. Start with the insight and stimulus. Because it is going on fast and furious!