Hunch founder and managing partner Michael Goldthorpe asks why CX has such an over-emphasis on tech and an under-understanding of people.
Author Michael Goldthorpe
When Gillette launched its latest campaign turning its traditional tagline ‘The Best a Man Can Get’ on its head, hoards of internet warriors rushed to condemn it as “PC gone mad”. Hunch managing partner Michael Goldthorpe weighs in on the subject by looking at what marketers have to keep in mind when embracing social movements like #MeToo.
Known as the uncanny valley, the unsettling feeling we experience when robots look like humans is, well, unsettling. Hunch managing partner Michael Goldthorpe dives in the world of marketing automation and what that could look like in the future.
Way back to high school, I loved algebra and hated statistics. It wasn’t so much the numbers, it was the answers. Algebra was pure math. A+B=C. It’s always true. So B=C-A and A=C-B. Then you puzzle that out with a similar sum and you can actually prove stuff. Quadratic Equations. Yum. Meanwhile, statistics is applied math. It’s the ‘science’ of probability. The ‘answers’ run to multiple decimal places with ‘standard deviations’ and you never really know the “truth”. I reckon it’s way less satisfying. But that’s just me. More relevant here is why does this matter in marketing?
Look at that, a listicle. Ask anyone in content marketing and they’ll say lists are great at getting clicks. It’s good advice. The world is full of it. But how do you find that great advice? How do you know who to trust? How do you stack the deck to get the best possible results from agencies and consultants? Michael Goldthorpe, managing partner of Hunch, starts with how you don’t.
On Wednesday night, a tight bunch of industry types gathered together at Thievery to celebrate the launch of a book. That’s right, a book. If you’ve never met one of those, it’s a bit like an app, but you swipe in a more linear fashion and it doesn’t fit in your phone.
It was 10 April, 2018. Mark Zuckerberg, CEO of Facebook appeared in front of the United States Congress to talk data, privacy and how we should police the internet. 44 senators asked tough questions around privacy policies, business models and consumer protection. Zuckerburg answered honestly and robustly, facing up to criticism, owning up to failures, arguing for net neutrality and outlining plans to “do better”. For a nerd like me, it was fascinating. But what will it actually mean?