Let's get intimate

"Marketing in dead" believes Kevin Roberts, Saatchi & Saatchi CEO: "there is nothing new anymore", "our kids are connecting to each other and to brands across the world with no money involved. To us this a world that`s gone crazy" he says.

In the vibrant and connected world we live in, the audiences can´t be track nor predict: Customers -we- can`t be label by marketing researches as we used to be because before the results are analyzed, they are already obsolete.

"To win today you need a culture and an environment where the unreasonable power of creativity thrives", insists K. Roberts.The culture of the unreasonable is taking over the marketing business. It`s scary for most CEO`s but, they should know that there are professional that deal with the unreasonable: Design thinkers, for instance.

The "unreasonable" have its own rules, and the first one, when it comes to applied creativity to business, is a "human-center" approach. A Design Thinker and a Marketing professional both have to discover, create, arouse, and satisfy customer needs. Each of us may have our own procedures and tools to get to know our clients better. The great difference between us is that our Design Thinking approach needs empathy to complete the process of analyze and come with a conclusion. Empathy is possible only if you have developed an emotional thinking. A great part of our work is understanding people needs and dreams. And this is exactly what Marketing needs these days.

Design Thinking, promoted by mad designers, has mutated into a rather powerful creative and rational answer to CEO`s who still don`t trust creativity professionals because of the "unreasonable".We are professional of that so call unreasonable. And you need to implant Design Thinking talent in your companies.

I`m a Design Thinker working in a highly qualify and effective Marketing Department for five years now. Rational thinking and emotional thinking on a daily basis. We speak different languages. It`s difficult, some times is rough. When we get along and work together, we always get incredible results. And it`s really fun.

Business and creativity.

Let`s get intimate.

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Tags: design, emotional, marketing, thinking

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Comment by PILAR SAURA on July 12, 2012 at 0:06

Hola Thieme and thanks for your recommendations. Looking forward to visit NL!

Comment by Thieme Hennis on July 10, 2012 at 22:24

hola Pilar. Yes, I was a little shocked by my comment as well (I don't do that normally). Anyway, if you go to the Hague, as a designer you MUST visit the Escher Museum in the Hague. The other museums are quite good as well (Gemeentemuseum), but Escher is really fantastic. The Hague is close to Rotterdam, so a visit to Museumpark (with Boijmans van Beuningen) is also recommended. Do you have a sleeping place? I recently discovered Airbnb and put my house on it. You can find relatively cheap places in most big cities in the the Netherlands.

have fun in NL!

Comment by PILAR SAURA on July 10, 2012 at 21:16

Hi Thieme,

Thank you, I accept you apology: English is not my native language as you pointed, ha,ha, but I was a little shocked by you comment.

By the way, I am going on vacation to Den Haag in two weeks. First time in your country.

Comment by Thieme Hennis on July 10, 2012 at 20:51

hi Pilar, I am sorry to have offended you. I thought this was an article, it was mentioned on the newsletter. It's not well written, but being a normal forum post, I should not have said anything. Again, I'm sorry - lo siento.

Comment by PILAR SAURA on July 10, 2012 at 20:00

It is quite awkward that your comment is about my writing...It doesn't  make sense to me either. This is a Design thinking network forum. Thank you anyway

Comment by Thieme Hennis on July 10, 2012 at 16:51

Do you have an editor on this site? It does not make sense to write posts that are so poorly written, IMHO.

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