We’ve heard it before, ‘look outside your category’ to find inspiration for your next big product, marketing strategy or design. But CMO Tristan Simpson wants marketers and designers, and really anyone involved in innovation (yes, I know that encompasses just about everyone on the planet), to take that idea one step further.
During this issue’s CXO interview Simpson passionately expressed the importance of looking at all aspects of your life and shoppers’ lives to really get to know them. Simpson confided that she reads People magazine to get a pulse on what’s going on in American culture today. And before y’all shake your heads in disbelief, remember that Simpson has plenty of company. At the time of this magazine’s publishing, People magazine’s circulation was more than 41 million. So don’t just get to know which products that your target market likes, get to know which Kardashian is their favorite.
Simpson believes everyone needs to consciously strive to keep “one foot in and one foot out” of the day-to-day of their jobs in order to empower their brands to capitalize on all of each individuals’ human experiences.
For example, Simpson finds team-building inspiration right at home. “I’ve got two boys—Samuel is 18 and Beckett is 16,” Simpson shares. “I have watched these two boys through many changes in their life from [my] divorce and through triumph. They have persevered, and they’re so grounded.” Simpson works hard to create an atmosphere that encourages both reflection and perseverance at every organization lucky enough to have her.
Next issue, we’ll be taking Simpson’s advice about looking at the whole of human experiences. Along with our research partners, Nextatlas, the research firm behind the numbers of “The List,” our regular reporting of the top brands in cities around the world, which features infographics developed by our art director Don Heyl. We’ll also take a look at where creatives go in The Big Smoke.
In the meanwhile, we’d love to hear where you like to keep “one foot out.” Tweet us at @bxpmag with the hashtag #1ftout, and thank you for reading!