Ben Taylor

And this is something that marketers have been doing forever, right? You do A-B testing. You see where your metrics are at per channel and then you come back. So I think the

The most important part about how we implement design thinking is that empathize stage, is that empathy mapping stage so that we have an idea of please put yourself in their shoes and try to understand what they're thinking, they're feeling, they're saying, they're doing at that time.

The most important part about how we implement design thinking is that empathize stage, is that empathy mapping stage so that we have an idea of please put yourself in their shoes and try to understand what they're thinking, they're feeling, they're saying, they're doing at that time.

The most important part about how we implement design thinking is that empathize stage, is that empathy mapping stage so that we have an idea of please put yourself in their shoes and try to understand what they're thinking, they're feeling, they're saying, they're doing at that time.

All they're doing is testing and validating. Content marketing just tests and validates.

All they're doing is testing and validating. Content marketing just tests and validates.

All they're doing is testing and validating. Content marketing just tests and validates.

They're skipping that component of it. I mean, it may go into a brief. You may do a content brief, but it's after the fact.

They're skipping that component of it. I mean, it may go into a brief. You may do a content brief, but it's after the fact.

They're skipping that component of it. I mean, it may go into a brief. You may do a content brief, but it's after the fact.

Like it's almost inverted. You know, you're thinking about the what you're landing on.

Like it's almost inverted. You know, you're thinking about the what you're landing on.

Like it's almost inverted. You know, you're thinking about the what you're landing on.

Well, that's what I'm trying to do, right?

Well, that's what I'm trying to do, right?

Well, that's what I'm trying to do, right?

I mean, really practically when I am in meetings and people are like, I see a hundred different content pieces that are being produced from across marketing at our company, right? And When you sit down and actually look at the briefs, they all kind of feel the same. It's very diluted. It's less impactful. And that was filled in at the end. They already decided the content, the channel.

I mean, really practically when I am in meetings and people are like, I see a hundred different content pieces that are being produced from across marketing at our company, right? And When you sit down and actually look at the briefs, they all kind of feel the same. It's very diluted. It's less impactful. And that was filled in at the end. They already decided the content, the channel.

I mean, really practically when I am in meetings and people are like, I see a hundred different content pieces that are being produced from across marketing at our company, right? And When you sit down and actually look at the briefs, they all kind of feel the same. It's very diluted. It's less impactful. And that was filled in at the end. They already decided the content, the channel.

They've already done some storyboarding. And then now they're briefing on what that persona is feeling at that point. It doesn't make sense to me. Then you're trying to force fit something at the end of it. So again, you're being forced into bad behavior that ends up with bad results. That's the bigger challenge.