With innovation comes the extinction of things that are known, comfortable, and cherished. Case in point: As I write this column surrounded by shelves of beloved books, my Kindle lurks ominously beside me on the table.
When we realize that ideas are, at least in part, shaped by the body and its interaction with the world, we’ve found the sweet spot for content work. We also open worlds of opportunity for creating work that can resonate, educate, and engage with audiences that we may never otherwise reach.
During the last year or so, retailers have slammed headfirst into the future of customer communications. Tried-and-true tricks are not working anymore, and there’s no single, clear path forward. Luckily, trends are emerging that most businesses can learn from.
How we feel about something has a much stronger role in decision making and comprehension than we’d like to believe. No matter how analytical we are, the emotional brain still decides.
With a constant deluge of new content channels, technologies, and demands, content crises are a fact of life in many organizations. These day-to-day crises aren’t just isolated events—they’re symptoms of a far bigger change: content is now a business asset, and that is rocking the foundations of the business world.