Capitalism is evolving and anyone who has the word ‘customer’ in their job description should probably be paying attention. I am not an economist or a social scientist, but this is how I believe customer experience strategy is being impacted by emerging ideas and events connected to our dominant economic system.

What’s changed?

Let’s start with what the World Economic Forum had to say last year. The Davos Manifesto 2020 focussed heavily on the idea that stakeholder capitalism would replace shareholder and state capitalism. The theory is that because organisations are now basing their decisions on the needs of all interested parties/stakeholders…


Although healthcare professionals and economists are celebrating the development of COVID-19 vaccines, one of the greatest challenges — other than the logistics of vaccination delivery — will be convincing people to take it. The battle is still raging between the far sides of the vaccine argument; avid pro and anti vaxxers are deeply rooted in their perspectives. However, there are many more people who aren’t denying allopathic medicine or medical science, yet still feel somewhat nervous. …


Now more than ever, creativity is showing the transformative power it can have on how we live and work. The ambidextrous organisations that have incorporated this principle are doing better than most; for years, they have been optimising what they do while simultaneously exploring new ways to disrupt themselves. They have understood the changing nature of creativity and innovation, as well as the right combination of individuals who can perform that work to the highest standards. Not only have they incorporated design thinking and human-centred design into all teams, they have also recognised a parallel need for ‘wolf pack’ creativity…


One of the biggest questions organisations and societies face is how to balance the needs of the individual with the needs of the collective. We aspire to enabling diversity and individualism while being unified around a collective goal, but this means we somehow have to prevent individuals from doing whatever they want if it harms the collective, while not stopping them from being their authentic selves. That is not an easy balance to achieve.

A very topical example of the fight between collectivism and individualism is the debate about whether to wear a mask during the pandemic. Some feel that…


To speak or not to speak? Well, I‘m going for it because, my fellow people of privilege, I see you. You don’t know how to say or do something supportive in the fight against inequality without putting yourself at risk of either censure or discomfort. Will I be accused of virtue signalling? Tokenism? Political incorrectness? Whitesplaining? You’re probably looking at hypocritical brands and leaders making a public spectacle of themselves and thinking ‘please shut up, we all know you have and will do nothing real’…and you fear being accused of the same. Maybe you just want to learn and not…


For many months now, I have mostly been mulling. Who hasn’t? There are so many conversations to be had in this ‘unprecedented’ time and to even come close to an answer, mulling has become a perpetual requirement. As an employee experience consultant specialising in creative making, I have been particularly interested in the unfolding insights that happen at the intersection between workplace and individualism, and there are scores of those to be mulled.

Of the many events that have piqued my attention, the plight of the self-employed worker has been the most interesting, not only because it impacts me personally…


4 key questions marketing needs to ask and answer this year

So now we are here; 2020. A year already being proclaimed as one of reckoning. The world burns — figuratively and literally — and we helplessly watch. But in the pits of our stomachs, we know that it is us, that we can’t continue to earn and spend to the detriment of society and our environment, that our individual aspirations for wealth, success and comfort are sometimes paths of compromised principles. That when we work in marketing, we are the bedfellow of capitalism, which started many of the fires to begin with and is coming under more and more scrutiny…


‘Listen to them - the children of the night. What music they make!’

No, this isn’t an article about the current state of global politics. The very image of BoJo and Trump rising up from their sewers of recrimination and human disregard sours any attempt to say something constructive. This is about the people trying to make smart ideas happen in a politicised industry. I have been having way too many conversations with embattled talent lately, disenchanted by the large organisations who pay them, mostly for putting too many silos, hierarchies, political complexity and downright propaganda in the way of them doing great work. It makes me overwhelmingly frustrated for them and the…


With many of the bigger digital transformations hitting their closing stages in 2020, brands are going to be looking for differentiation beyond seamless experiences. To do that, they will need to engage the right multidisciplinary creative talent and take a few calculated risks, but they will also need to stop making money in these 3 key ways as they push towards brand differentiation.

1. Treating creative thinking as a cost

Many organisations view creative thinking as something that costs them money instead of creating a long-term boost to profit, mostly because it can take an indeterminable amount of time without…

Tracy Brown

Experience Strategist, using insights about human behavior to fix broken experiences for customers and organisations.

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