CommonPlace

My CommonPlace Book

How does your product help bridge the gap between the life they want to live and the life they actually live.

—John Moore - Tribal Knowledge

I was able to do some really great ethnographic work for a client. Here is the beginning of my analysis.

I was able to do some really great ethnographic work for a client. Here is the beginning of my analysis.

When you go off into the real world, you need to find a way to stay a student. Continue to learn and surround yourself with those who want to learn.

Allan Comport, quoted by Jen Mussari. (via creativemornings)

This is why I am continually enamored with consumer research. You learn and you learn and you continue to learn.

Most companies are resigned to settling for compromise- you can have this or you can have that, but you can’t have both. It’s what Jim Collins refers to in Built to Last as the “tyranny of the OR” versus the “genius of the AND”. No matter the industry, the most successful, longest-lasting businesses are those that embrace the genius of the “AND” to make the common uncommon.

—John Moore in Tribal Knowledge

Bottom line is that if you can get into a consumer’s pop life you’ll find your target is far more willing to be a carrier for your buzz

—Schuyler Brown in Connected Marketing

I try to impress upon my clients that it is more valuable to create a brand the critical few will love instead of a brand no one hates

—Why We Talk - Bolivar J. Bueno

There is no economy for bullshit

—From an interview with Into It. Over It. on Washed Up Emo. I can see Seth Godlin shaking his head in agreement.

…the best results don’t always come from verbal buzz. Sometimes the biggest value is created by giving your audience a way to affiliate themselves with your brand

—Emanuel Rosen - The Anatomy of Buzz

Brands often assume that because an idea is shareable then people will share it. Not so. Each idea should be ‘social by design.’

The question you should ask yourself isn’t, ‘Why would someone share share this?’ The question should be, ‘Why wouldn’t they?’