All survey results are not created equal. Sometimes, it’s just people answering whatever question happens to be put to them, not a real opinion that reflects some firmly held attitude or belief. This caution is especially important nowadays since contemporary surveys generally rely on prequalified panels of respondents who are compensated for answering.
A single moment of indiscretion has the potential to ruin a brand.
A few weeks ago, a CEO called me looking for feedback on the team overseeing one of their company’s core functions.
Another crisis at Peloton. CEO Barry McCarthy is suddenly gone. Possibly, the strategy Mr. McCarthy created, to apparently turn Peloton into Netflix, is gone with him. Mr. McCarthy was seen as a technology business pro, someone who had experience in lower-price, subscription-based businesses like Netflix.
One of the biggest marketing myths is that people often fail to shop in line with their values. People always act in accordance with their values. There is no such thing as a value-action gap. Only a gap in what marketers know about people’s values.
