My team and I were sitting at the pub, rethinking an approach to a client’s customer-rewards program. So, we looked at a seminal study in the Journal of Personality and Social Psychology. It validated our counterintuitive notion of loyalty and compensation. And, ah, inspired another round as we brainstormed with crayons on ...

          The thought bubbles above your customer’s head at every touchpoint: Do you even know who I really am? How is this relevant to me right now? Context, not content, is the new king. What do you think is more effective for your sales: If your ...