Tag Archive: buyer-centric

The invisible market

Over the next few weeks I’m going to do a series of short blogs exploring a gear change in the way markets work, triggered by one aspect of the control shift: the unfolding consumer decision-making revolution. The bottom line is...

Customer journeys

Two years ago, McKinsey reported on a multi-category, multi country research project which showed that in the face of exploding product choices and digital channels, the increasing need for two way conversations with consumers and “the emergence of an increasingly...

Tracking the control shift

We’re about to start our longest ever project – one that we think will take us to 2020 and maybe beyond. And we need your help. We’re setting out on a simple task: to track the change in control from...

The Customer is Not King

Whenever marketers use the word ‘customer’ or ‘consumer’ they bury themselves deep within an organisation-centric view of the world: these terms are seller-centric inventions. The only entities that see ‘customers’ or ‘consumers’ when they look at the world are organisations...

The buyer-centric revolution

Sometimes something is so obvious you don’t need to give it a second thought. It’s obvious for example that the sun orbits the earth and it’s obvious that the marketing is something that’s done by marketers who are employed by...