Connecting With the Customer

In this entertaining and insightful emotional innovation keynote by futurist Patrick Dixon, the idea of blindness in marketing is addressed.

The speaker uses an anecdote regarding reading a menu at a dark restaurant as an example of how companies are out of touch with their core customer base. He explains how the print on menus is typically very small and the lighting is generally lacking despite the fact that the main consumers who spend money in that establishment are of a older demographic who have difficulty seeing.

Putting oneself in the shoes of the customer is promoted in this emotional innovation keynote speech and Dixon explains that doubling profits is a simple as looking outside of profit margins and to the customer experience. By allowing oneself to experience what the customer would be feeling in a certain situation one can then determine what strategies need to be enacted and what policies need to be altered.