Postcards from the EDGE

A sort of harbour pilot for brands


Don't shoot the messenger: The dangers of insight

I read this piece from Jack Morgan - a Business Mapping Specialist at Bristol Water plc. He talks about the “Semmelweis reflex” which is something I come across quite a bit. When you introduce a new insight into the process it can be met with resistance. The problem is that real insights change the status quo and, a lot of the time, people don't like to change - especially if they are invested in the way things are right now. If a successful business has done well out of the status quo, thanks very much, why fix what ain't broke? So, while clients come to grips with what you're telling them, you might experience a bit of push back - including questions as to whether you've done the research

Collective strategy adoption: How groups learn how to change

I found this interesting - yes, at the political level - but also at the level of how groups evolve their strategy & thinking to accommodate new threats - in this case, the erosion of truth. The collective brain creates a new model. First one outlier breaks cover and does something different - the others follow - and before long a new collective approach has become the status quo. In this case - how to media deals with Trump. It's worth the read - click below. The Media Have Finally Figured Out How to Cover Trump’s Lies

Making Sense Of The Senses

Well, this didn't disappoint and I'm looking forward to tomorrow's installment. We go about our business with a hammer looking for nails to hit. In fact, if you have a hammer, then everything tends to look like a nail. Programs like this remind us we perhaps don't know everything and we may not be the experts we think. Better to keep an open mind if you want to find something new. A closed mind only finds what it is looking for. "For thousands of years people thought we had 5 senses, now it's believed we have up to 33. In this new series, philosopher Barry Smith and sound artist Nick Ryan take us on a journey into the extraordinaryworld of sensory perception. The multisensory world is a stra

Pop goes the digital bubble

That we're only now facing up to the fact that social media is not the answer to all of marketing problems is the most disappointing aspect of this sorry tale. Old school advertisers have been saying it for years, but then, they would. They've had their own bitter axe to grind, having watched the social media mob eat their lunch, dessert and after-dinner mints. Meanwhile, the media boys have kept their heads down, seeing a chance to broaden their offer and take a bit of the ‘creative’ cake for themselves. And the clients can’t complain. They should have called ‘time’ on the dodgy numbers long ago but instead allowed themselves to be seduced by the millions of ‘eyeballs’ they could achieve fo