4A’s StratFest 2019 Preparing for Unintended Consequences in a Connected, Empowered Culture

Mona Patel, Founder, Motivate Design

Strategies don’t always work out as intended. Often, they lead to the exact opposite of the goal: a great risk In a social media–connected culture where a consumer can “cancel” a brand with one click. But a spin on traditional research can help pinpoint problems before they happen.

“I worked with NIH to help make it easy for people to apply for grants.…But it worked too well. Because it became too easy to apply, NIH got too many applications to handle, and applicants were getting confused. When a strategy isn’t for the good of the marketer, the customer experience breaks down.”

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