We agree with Dr. Rao on the importance of marketing. And we have matured enough to know that he is also correct in that our industry all too often sees marketing as an end itself. By contrast, we have built our firm around the idea that marketing exists to support business functions, to create shareholder value and to ultimately help our clients sell more.
We serve our clients in a variety of ways: through sales and marketing consulting and through well-designed communications focused through the lens of behavioral science. And because we base our work on behavioral science, we’ve seen marketing create spectacular business success.
“Our approach is strategy first and then demanding precision in the execution. Because what you say is more critical than what you use to say it. Regardless, we have the expertise to craft the precise message and tool to meet your goals. And because our roots are in design, we have a long-standing fanaticism about getting the details right.”
Everything we do for our clients involves change, whether it’s forcing reevaluation of a client’s service or changing human behavior. We work within a proven system, originally designed to help people quit smoking, surely the hardest of behavior changes. We use the same fundamental ideas to help people change buying styles, selling and buying processes, consumption preferences, perceptions and even employee behavior. At its core, marketing is a behavioral science. Any firm that fails to recognize this is solving isolated problems at best. The risks associated with a non-scientific approach are inherently and needlessly higher. Our approach is not only proven, it’s repeatable.
Whether it is innovation, selling, marketing strategy, or employee or investor relations, there is a considerable amount of risk and uncertainty involved. The application of behavioral science is the only intelligent approach that will deliver the spectacular results that our industry so often claims. Without behavioral science, marketing is tossing a dart at a moving target in a dark room.