Data-Driven Marketing Specialist | Content Marketing | SEO Savant | Expert in B2B IT & SaaS Marketing
Can be applied to so many things but I feel that with marketing too, especially B2B. What does it do not only for your client, but what can it do for your client's target market?
No matter what you think of the things I say here, this much is true: If I haven't DONE it, I don't TEACH it. If I don't know for a fact it works, you won't hear about it. Anyone can make shit up — and a hell of a lot of folks claiming to be #UX or #ProductDesign "experts" seem to have no problem doing exactly that. And non-UX folks, for the most part, don't understand any of it; they can't draw a straight line between all that esoteric preaching and bottom- or top-line results. Which is why your bosses and stakeholders and colleagues look at you like you have three heads when you suggest doing some of the stuff these self-appointed gurus preach — especially if you use the same jargon-laced language that they use. Which is almost always a cover for a lack of substance. Again: if I'm teaching it or preaching it, that means I've seen it work, REPEATEDLY, over the course of my three decades doing this. NOT because I think I'm right about everything. Academic-informed approaches are educated guesses, often divorced from messy reality and often serve only ego. Experience-informed approaches, on the other hand, are proven true by time over the target — and are a lot more likely to serve people and the outcomes they're after. No one but us really cares about the language or rules or processes or principles or best practices of UX — they care about what those things will help them BE, DO or HAVE. (Edited in the hopes of clarifying my point and intent)
