Here's this week's Field Notes.
I. Notes From Me
1. Beyond the Funnel: The Real Path to Customer Connection
"Instead of thinking about customer journeys as a funnel, let's think about them as a series of emotional states. Each state represents a deeper level of connection, a stronger bond between your customer and your brand. And here's the key - you can't force these states. You can only create the conditions for them to emerge naturally."
Do we truly understand the emotional states our customers go through? Read the article here.
2. Innovation Leadership Series
Starting January 7th, I'm pulling back the curtain on what actually works in innovation leadership - no fluff, no buzzwords, just hard-earned insights from the frontlines. Here's what's coming:
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The Empathy Revolution: Leading Innovation Through Human Connection (Jan 7)
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Beyond Brainstorming: How Real Innovation Leaders Create Breakthrough Change (Jan 14)
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The Myth of the Lone Innovator: Why Great Innovation Leaders Think Different (Jan 21)
At the end of the series, join me on January 28th for a live virtual event: Innovation Leadership in the Age of Automation. I'll be joined by pioneering leaders who've transformed major organizations (guests to be announced). Limited spots available.
Early access registration opens soon. You'll be the first to know.
II. Notes From The Frontline
Alien Robot Banker?
My friend Cordell just released his new book, "Alien Robot Banker: Marketing with a Twist: How Humor Can Transform Your Business." This book introduces a trio of guides—Zog the Alien, Byte the Robot, and Mr. Coin the Banker—who take readers on an engaging journey to develop humor-driven marketing strategies. Learn about the essential humor formulas, such as mismatch, misplaced sincerity, and exaggeration, to make your campaigns unforgettable.
In all my work with Cordell, I think you'll enjoy the read. Pick up your copy here.
III. Notes as Quotes
"The traditional funnel is a linear process in a non-linear world. Buyers don’t follow a straight line anymore—they research, engage, and make decisions in loops. It’s time to replace the funnel with a more dynamic, customer-centric model." — Brian Halligan, co-founder of HubSpot
