Incremental Innovations: Thinking Like a Toothpaste Brand

Crest has 41 toothpaste products. Colgate features 45.

Is that overkill?

Actually, no. Brands invest in knowing us and what we want and what we value that will compel us to choose their product over all others.

Do you know your learner-customers? Do you know what will compel them to choose your education programs over all others?

The secret weapon of these major brands is the customer profile. This profile encompasses:

What we’re saying (positive and negative sentiment in social media) What we’re buying (purchase history, frequency, and favorites) What we’re doing (our interaction history) What we’re liking (social interest graphing about our interests and the network of people who share them)

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