Responses to Negative Data: Four Senior Leadership Archetypes.

Not everything a company does works out.

(That is different from everything that a company is doing not working out. :))

If you are in the data business – my bread, butter and tofu – you often carry the burden of being the bearer of bad news.

The conversion rate is down 30% at launch.

The goal was to deliver a 30% increase in revenue, the team delivered 1.7953%.

During 2019, our Net Promoter Score has dropped 15 points.

The average length of our video ads is 30 seconds, less than 10% of the audiences watches beyond 5 seconds and 90% is exposed to less than 1 second.

Our Market…

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Deliver Step Change Impact: Marketing & Analytics Obsessions

Some moments in time are perfect to reflect on where you are, what your priorities are, and then consider what you should start-stop-continue. In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes things better – I’m borrowing the concept from mathematics and technology, from “step function”).

In those moments – common around new years or new annual planning cycles – the difference between delivering an incremental change vs. a step change is the quality of ideas you are considering. In this post, my hope is to both…

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