Iyad Mourtada
Using Visual Language Using Visual Language in Business in Business
Why do smart managers make bad decisions?
Emotional Intelligence
Business Intelligence
Know Know WhatWhat
Know Know nothingnothing
Know Know HowHow
Know Know WhyWhy
The Continuum of Understanding (Cleveland 1982)
ALLOCATION OF MENTAL SPACE
Having more information is not always better
Turning Information into Knowledge
Product-based marketingProduct-based marketing•Companies sold Companies sold commoditiescommodities / / Customers bought Customers bought productsproducts
Mass media-based marketing (Informing)Mass media-based marketing (Informing)
•Companies sold Companies sold goods / goods / Customers bought Customers bought benefitsbenefits
Customer-based marketing (Persuading)Customer-based marketing (Persuading)
•Companies sold Companies sold brands / brands / Customers bought Customers bought Emotions Emotions
Market-based marketing (Inspiring)Market-based marketing (Inspiring)
•Companies sold Companies sold Ideas / Ideas / Customers bought Customers bought ExperiencesExperiences
““Marketing is all about spreading ideas.” Marketing is all about spreading ideas.” Seth GodinSeth Godin
Ronnefeldt Tilting TeapotRonnefeldt Tilting Teapot
Jack is looking at Anne, but Anne is looking at George. Jack is married, but George is not. Is a married person looking at an unmarried person?
A. YesB. NoC. Cannot be determined
Professionals, who have knowledge and experience, may think they can make decisions without really using their minds. They don’t expect new things and they make miss them. They look at the details and forget the big picture.
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