December brings a predictable wave of reflection. We ponder the year that has just passed, and vow to make changes (behavior, lifestyle, business) designed to bring us closer to the level of success and happiness we seek. Problem is, these “sensible” assessments and resolutions rarely lead to sustained change. Why?
One savvy and fascinating gentleman we met in Jackson Hole this summer has built his entire academic career on answering this question. Over decades of research, Dan Ariely has found that human beings simply don’t behave in rational ways. Whether it’s losing weight, buying a house or choosing a romantic partner, we consistently procrastinate, overpay and underestimate. Yet these misguided behaviors are also systematic and predictable—making us “predictably irrational.” His goal is to help us see patterns so that we can His goal is to help us see patterns so that we can make smarter choices.
Dan is the real deal… He’s a professor of psychology and behavioral economics at Duke University’s Fuqua School of Business and has given a number of inspiring talks and written bestselling books, including Predictably Irrational: The Hidden Forces that Shape Our Decisions and The (Honest) Truth About Dishonesty. Dan’s latest book is Dollars and Sense: How We Mis-think Money and How to Spend Smarter, which explains how our irrational behavior often interferes with our best intentions when it comes to managing our finances.
If one of your resolutions or goals for 2018 is financial, we predict this book will be a brilliant investment (or a practical gift for the spendthrift in your life).
Here at Spyglass, we talk a lot about brand voice. Usually, we’re referring to the tone of your communication, and your point of view as a brand. But now that we’ve entered the age of “Hey Siri”, “Ok Google,” and “Alexa,” the term “brand voice” just might be literally referring to your brand’s actual voice.
Not that long ago, talking computers only existed in science fiction. Today, effective verbal interfaces and meaningful voice recognition experiences are here… in our phones, our watches, our appliances, our everything. Voice control is weaving its way into the fabric of our lives. And perhaps even onto your holiday gift wish list!
Verbal interfaces have the potential for saving time, enhancing experiences, and enriching lives. Industry leaders such as Apple, Google, and Amazon have embraced voice control. World-class brands like Honeywell, Samsung, and Whirlpool are already shipping products with advanced verbal interfaces.
But before you jump into this new and exciting direction for your business, you should start with the most important question: Is voice control a fit? Should your brand have a verbal interface? Would your customers/users benefit from a voice-controlled app or product?
What questions should you be asking? What challenges will any company encounter when integrating voice recognition into their products, applications, and brands. We recommend this article from Telepathy as a great primer.
For some brands, the answer will be an enthusiastic yes. For others, it might not be the right time. For everyone, it’s something to keep an eye (or ear) on in the coming months and years.
Forbes recently interviewed top CEOs, CMOs, authors and other experts from a variety of industries on their marketing predictions for 2018. Here are a few we found interesting:
- 2018 will be the year of AI: Actual Intelligence, not Artificial Intelligence (yet)
- Traditional marketing campaigns will die as marketers move to modular marketing
- Employees will be the new influencers
- Move Over, Millennials: 2018 will be the year of Gen Z for marketers
- Companies will voice social and environmental issues
Read more about the C-Suite’s predictions for 2018 at Forbes.