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Archive for June, 2007

FutureNow Article
Friday, Jun. 29, 2007

2 Ways to Get Started With Personas (Part 1)

June 29th, 2007

Who are your customers, really?I was having a conversation with the experience team at a major “entertainment” company after my presentation at the Internet Retailer conference a few weeks back. We were discussing ways they could get started on Personas, and how to overcome the challenges they’d faced thus far. Given that this dialog took place just off-stage, we had no expectation of privacy. Then again, I had no expectation that well over 100 retailers would be so interested in this conversation as well. It…

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FutureNow Post
Friday, Jun. 29, 2007 at 11:21 am

iPhone Campout = “Brand Loyalty Beyond Reason”

June 29th, 2007

Are you kidding me?Has anyone camping out for an iPhone realized that you don’t have to go to an Apple Store? As you may recall (from the only negative moments in any of the reviews), it’s an AT&T device. I just called a few AT&T stores in Brooklyn. No lines.

Apple has become the #1 brand this year for making people blind to the obvious. Don’t get me wrong; we love Apple so much our entire office has gone Mac. Still, this is nuts…

In fact, it might…

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FutureNow Post
Friday, Jun. 29, 2007 at 5:44 am

Perception is Reality… At Least That’s What it Seems Like

June 29th, 2007

Let’s play a simple game. Tell me what this picture is.

Most of you probably thought of a candlestick or two faces, right? Well, which one is correct? Both are and that’s because we believe what our eyes tell us.

You’d think if you’ve seen one checkout process, you’ve seen them all. How different can putting your name, address, and payment info be? We all like variety in our lives, but shouldn’t this be one of the simplest things? Still, every time I’m…

...continue to read "Perception is Reality… At Least That’s What it Seems Like"

FutureNow Post
Thursday, Jun. 28, 2007 at 5:34 pm

Do French Canadians Search Different?

June 28th, 2007
FutureNow Post
Thursday, Jun. 28, 2007 at 10:12 am

2 Minutes In The Age of Speed

June 28th, 2007


This isn’t a post about NASCAR, weight-loss pills or Speed Racer (ah, the Mach 5). I know you’re in a rush, so I’ll get to the point.

In September, Vince Poscente’s book, The Age of Speed, will be in book stores. In preparation for the release, Vince is conducting a survey that takes less than 2 minutes to complete. Plus, if you’re among the first 100 to complete the survey, you get a free copy of his book–not a bad deal.


...continue to read "2 Minutes In The Age of Speed"

FutureNow Post
Thursday, Jun. 28, 2007 at 5:37 am

The 5 W’s of Purchase Behavior

June 28th, 2007

journalistIn expanding the question about relational-transactional purchasing by asking the question of WHAT makes people buy, a fellow deep thinker from the Wizard Academy shared that we should also add in the essential “reporter” questions:

I’d lump them into four categories: Who … Why … What … When-Where-How. Who, Why & What are big driving issues, while you can lump the other three (When, Where, How) together as the sort of mechanics of purchasing.

WHO we are (or think we are and desire to be) deeply…

...continue to read "The 5 W’s of Purchase Behavior"

FutureNow Post
Wednesday, Jun. 27, 2007 at 12:09 pm

Andy Sernovitz, Word-of-Mouth Expert, is a Metrosexual…

June 27th, 2007

Actually, that’s putting it lightly. Andy’s screaming that ProFlowers’ email marketing thinks he is gay, and he’s telling everyone! Maybe because it’s Pride month, or perhaps the rainbow reference in their copy, but that’s Andy’s impression.

I’m sure this wasn’t Proflower’s intention. It was, however, a poor job of personalization. What ProFlowers did was take a professional relationship and turn it into personal familiarity. They do a fabulous job of personalizing around birthdays, anniversaries, and holidays–but those are set events on a…

...continue to read "Andy Sernovitz, Word-of-Mouth Expert, is a Metrosexual…"

FutureNow Post
Wednesday, Jun. 27, 2007 at 10:44 am

Clothing Websites Designed for Women

June 27th, 2007

I recently received an email from a reader who has a website that sells cool women’s clothing by indie designers callled Smashing Darling. She was asking about design (Web design, that is).  I love the concept of the site, but–simply from a gut feeling–the site’s design didn’t appear professional to me.  It didn’t inspire confidence in their credibility.  It didn’t look like a woman’s clothing site.

This got me thinking; what does a women’s clothing site look like?  …

...continue to read "Clothing Websites Designed for Women"

FutureNow Post
Wednesday, Jun. 27, 2007 at 10:02 am

Guy Kawasaki on Making $5M/yr in Your Underwear…

June 27th, 2007

It’s pretty nice work, if you can get it:

Markus Frind, the founder of is my new hero (James Hong of Hot or Not is a close second). Marcus spends about two hours a day in his underwear managing a free dating website that gets twelve billion page views a year. He is the only employee, and he only has one server. And by the way, he makes $5-6 million/year with Google ads.

I’ve moderated many panels in my time, and if I…

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FutureNow Post
Tuesday, Jun. 26, 2007 at 8:40 pm

Bloggers: Use Google to Get Links

June 26th, 2007

Home field advantage...After 5 months of using our RSS Discovery Engine at, we’ve come to a very elegant conclusion:

Blogging about Google gets you a crazy amount of links.

Now, slow down for a moment. I can almost hear the cries of “link-baiter!” and it saddens me. So, allow me to be perfectly clear. Of course I’m baiting links. (Duh.) But here’s the point: you’re reading this. So, before you get upset about it, allow me to submit for your consideration that any…

...continue to read "Bloggers: Use Google to Get Links"

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