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%...