Walk a Mile in Your Customer’s Shoes: Designing for The Attention Economy

  • Room: 207
  • Session Number: MMD1
Monday, April 30, 2018: 4:15 PM - 5:00 PM


Michael Solomon
Professor, Author, Consultant
Haub School of Business at Saint Joseph’s University


An awesome product?  A sizzling ad campaign?  No - the single biggest marketing challenge today is simply to grab the attention of jaded customers.     

Consumers do tune in to products and services that tune in to them. That’s why a revolution in design thinking is afoot. The fundamental building blocks of this approach  are Empathize, Define, Ideate, and Test. You can’t walk down this road without immersing yourself in your customer’s perspective. So, empathy is the first big step.  How can organizations truly understand the lived experiences of their customers so they can design new products and services that will resonate with them?  

We’ll focus on the importance of brand engagement, and explore the paths to create Resonance -- The Holy Grail of Marketing.  Along the way we’ll visit such topics as multisensory, cognitive and behavioral engagement.  We’ll see how major brands  resonate with their customers. We’ll even explore the “Magic Triangles” of Consumer Behavior that move customers from inertia to devotion. 



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