"Without data, you are just another person with an opinion.” - W. Edwards Deming We move on to the 5th Essential ("Personal") in Steve's Essentials of Remarkable Retail framework, delving into the criticality of defining our core customer (including who are offering is NOT for), why the "1 to 1 future" envisioned by Don Peppers and Martha Rogers in the mid-nineties took so long to manifest, importance realizing that no customer want to be average and what it means to be data-led. With our special guest Bridget Brennan, we explore ways deeper customer insight can help brands win, grow & keep the world's most powerful (and valuable) customers, the reason "pink is not a strategy" and why gender-balanced leadership teams and Boards are not only the right thing to do, but smart business.
"Without data, you are just another person with an opinion.”
- W. Edwards Deming
We move on to the 5th Essential ("Personal") in Steve's Essentials of Remarkable Retail framework, delving into the criticality of defining our core customer (including who are offering is NOT for), why the "1 to 1 future" envisioned by Don Peppers and Martha Rogers in the mid-nineties took so long to manifest, importance realizing that no customer want to be average and what it means to be data-led.
With our special guest Bridget Brennan, we explore ways deeper customer insight can help brands win, grow & keep the world's most powerful (and valuable) customers, the reason "pink is not a strategy" and why gender-balanced leadership teams and Boards are not only the right thing to do, but smart business.
Bridget Brennan is CEO of the strategic consultancy, Female Factor, and author of the groundbreaking books, Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers (Crown Business) and Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers (HarperCollins Leadership, 2019). She is the world’s most sought-after speaker on engaging women as customers and decision makers.
Brennan is a contributing writer on marketing to women for Forbes.com and was named a “Woman to Watch in Retail Disruption” by the Remodista think tank. She serves on the Vikings Women Advisory Board of the Minnesota Vikings NFL team, and is a member of the National Speakers Association, the Network of Executive Women and the Economic Club of Chicago. Learn more about Bridget here.
Steve Dennis is an advisor, keynote speaker and author on strategic growth and business innovation. You can learn more about Steve on his website. Remarkable Retail: How To Win & Keep Customers in the Age of Disruption was recently named the best retail book of all time by BookAuthority. It's available in hardcover, audiobook or as a ebook at Amazon or just about anywhere else books are sold. Steve regularly shares his insights in his role as a Forbes senior contributor and on Twitter and LinkedIn. You can check out his speaker "sizzle" reel here.
Michael LeBlanc is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career. Michael is the producer and host of a network of leading podcasts including Canada’s top retail industry podcast, The Voice of Retail, plus Global E-Commerce Tech Talks and The Food Professor with Dr. Sylvain Charlebois. You can learn more about Michael here or on LinkedIn.