Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

9 RESONATE . . . TUNING INTO THE CUSTOMER’S WORLD CHANGE YOUR STORY

Gamechangers are more in tune with their target customers, with what matters to them at the moments that matter. They ‘resonate' with their aspirations and priorities, through pull not push, in context and on demand.

• More contextual . . . from anytime, anywhere . . . to right time, right place . . . They connect with people when and where it matters, putting ideas in context.
• More relevant . . . from timeless and passive . . . to topical and personal . . . They connect with the zeitgeist, the customer's agenda, anticipating and reacting.
• More contagious . . . from passive awareness . . . to ideas worth spreading . . . They recognize that people trust people, through storytelling and advocacy.

9.1 RESONANCE . . . IN SYNC WITH YOUR AUDIENCE

Rockstars know that there is a fine line between success and failure. There isn't a set formula to be cool, for why one record will be a global mega-hit and another won't feature, or for what it takes to be worshiped by millions of teenagers across the globe.

Sometimes things just work. They hit on a sweet spot, they find a vibe. They resonate.

I first explored resonance in a physics lab; when two electromagnetic waves get ‘in sync' they start vibrating much more than normal – sonic boom, flash of light. The analogy is not scientific, it is about finding that point where, despite crowds and noise, brands and individuals are ‘in sync' . . . they resonate.

When I push ...