In todays overcrowded and commoditized B2B marketplace, brands are finding it increasingly harder to break through the clutter and get their messages heard. B2B brands are trying to edge each other out by pushing and pulling messaging out to rational business decision makers and speaking loudly about their business value.
Have you ever been online researching a topic for work and then somehow 30 minutes fly by and you’re deep into a far-flung article, two or three times removed from the original topic? There is a scientific term for it:
Article was originally published in Boston.com's Global Business Hub Blog on Feb 20, 2014
“Built around best-in-class, commerce and industry solutions, we offer the most complete, cloud-enabled customer experience solution in the industry, creating a streamlined, efficient environment where companies can definitively differentiate themselves across all channels, touch points, and interactions…”
Go ahead and admit that sentence made you glaze over. Did it tell you anything you needed to know about a product or service? Nope, not really – a classic scratch your head and think “huh?” moment.
When you hear the term gamification you probably think of Xbox or Angry Birds or Grand Theft Auto. I think of "addiction" - or the impulse to keep doing something because you subconsciously like it. Research has shown that we are all born with a desire to play games. It’s wired into us. Brands can take advantage of that desire, not by creating games, but by using “game mechanics” to drive certain desired behaviors.
If I had to pick, I would tell you that I’m more of a left-brain thinker than right. I was ready to dive into an art degree in college when the practical side of my brain told me that I had a better sense for business. But I’ve always had a passion for the arts, which has put me at odds with this polarization. Knowing vs believing. Reality vs imagination. Words vs images. Where do I belong?
Walk around the floor of a big orthopedic conference like AAOS and you could easily think you’ve wandered into the hardware aisle at Home Depot. Rows of metal screws, mallets, drills and electric saws are neatly arrayed on display stands. It’s a reminder of just how manual and physically demanding surgery can be.
Just north of Silicon Valley and just south of Napa, Fruition Sciences is using real-time sensors to monitor the hydration levels of grape vines. Farmers in dryer climates like California are quickly adopting this technology to create perfectly hydrated grapes and save thousands of gallons of water per year.