As I sit here listening to the rain outside my window in Copenhagen, I am staying warm and dry by prepping for next week’s classes. I have a great mix of international students who have given up their summer to explore new frontiers in business. Staying ahead of them is keeping me busy! I am always amazed at the insights to be gained by crossing interdisciplinary boundaries. The business professors also come in from all over the world and our lunch and dinner conversations keep ideas flowing. I think the beer in Denmark has something to do with it!
This week our focus in advanced market research at CBS is on Aristotle and social innovation (phronesis). “Telling the story” is the job of marketing in the world of business. And exploring new markets gives ample opportunity for developing a new story. Hopefully – to change the ending of our current economic tale. As a reference guide, Aristotle’s Poetics for Screenwriters is an invaluable tool that works equally well for strategists. In order to gain competitive advantage, you need to go where other people are not (remember Blue Ocean Strategy)?
Michael Tierno has done a masterful job of walking the reader through the best of Aristotle. Whether or not he realizes it, Tierno has also done a masterful job of walking the reader through the complexities of experiential marketing. The principles are the same: engage your reader – engage your customer. Create a memorable experience. A story worth telling. A story worth remembering. If you need to insert some new life into the ‘story’ of your business, here is a worthwhile primer. And you get a little philosophy lesson as a bonus. Contemplation for the beach perhaps? You can bring the beer.