40 min listen
It’s not about the Fuel, it’s about the Friction, with Professor David Schonthal, co-author of The Human Element: Overcoming the Resistance That Await…
It’s not about the Fuel, it’s about the Friction, with Professor David Schonthal, co-author of The Human Element: Overcoming the Resistance That Await…
ratings:
Length:
40 minutes
Released:
Jan 17, 2022
Format:
Podcast episode
Description
Leaders of digital and ecommerce are always trying to influence the adoption of new ideas - new products and brands by shoppers, and new ideas for how internal teams must transform to both meet the challenges of a shopper-led buying journey and to maximize growth. David Schonthal, professor of Innovation & Entrepreneurship at the Kellogg School, is co-author of The Human Element: Overcoming the Resistance That Awaits New Ideas. For every marketer that’s been brought up on The Law of Attraction, this book illuminates the other side of influencing behaviors - the Frictions that stand in the way, and the best strategies and processes for identifying and overcoming them. Molly Schonthal (yes, a relation) joins Peter Crosby as co-host.
Released:
Jan 17, 2022
Format:
Podcast episode
Titles in the series (100)
Marketing Silos Must Fall: Interview with Sonesh Shah, Vice President Marketing and Digital at Bosch Power Tools: To win on the digital shelf, brand and digital marketing can no longer be telling different stories. Or chasing different outcomes. In an interview with Peter Crosby and Rob Gonzalez of the Digital Shelf Institute, Sonesh Shah, Vice President Marketing and Digital at Bosch Power Tools explains how he merged these functions for better customer experiences and better results. by Unpacking the Digital Shelf