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Joseph Gelman
Partner
“Innovation is about striking the right balance. While there is absolutely a need for process, rigidity is one of its main enemies.”
Latest thinking by Joseph Gelman
Optimizing Marketing at the Point of Sale
The point of sale is the key consumer touchpoint for many brands (especially in consumer goods) that reflects the moment of truth in a consumer’s purchasing process. A large part of marketing investment focuses on converting consumers at this critical point.
The importance of creative thinking (and how not to kill it)
In his article Joseph outlines the typical behaviors that can kill creative thinking.
Should My Brand Follow the Trend?
In this article, Joseph explains why it is important for companies to pay attention to trends and understand if they are relevant for their category and brand.
Look at More Stuff. Think About it Harder.
Joseph Gelman talks about innovation and how it can change your perception of a product. He provides 4 concepts to foster innovation: Inspiration Safaris, Human Libraries, Thief and Doctor, and the Worst Idea.
Look at More Stuff. Think About it Harder.
There is one crucial question for any marketing executive: How do I develop a new product or service that is innovative, differentiated, and generates growth? This article explains the LAMSTAIH methodology (Look at more stuff. Think about it harder) - a powerful tool that puts employees in the center of innovation within a company. *Please note this article is in Spanish.
