Point of View: The experience gap

This short article discusses the gap between brands and real, visceral customer understanding and empathy.

Point of View: The experience gap

Gareth KayChapter

A couple of months ago, I wrote about the need for marketers and their partners to close the increasingly widening gap between commercial need and creative solution by stopping specialising ourselves into irrelevance. This month I want to focus on the other gap that I see driving a wedge between what we do and its effectiveness: the gap between us and real, visceral customer understanding and empathy.

Ten years ago, Bain published a report entitled Closing the Delivery Gap.In it was a damning piece of evidence: 80%...

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