Inspiration

Creativity + Imagination + Smarts

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The life of a typical American

The average American man lives to about 76, and the average woman until 81. In that lifespan, the average person will spend more than five decades going to school and working — with just two to three decades left over for being a toddler and retiree.
Here’s how all of that looks in one chart put together by Wait But Why 

The life of a typical American

The average American man lives to about 76, and the average woman until 81. In that lifespan, the average person will spend more than five decades going to school and working — with just two to three decades left over for being a toddler and retiree.

Here’s how all of that looks in one chart put together by Wait But Why 

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The typical Tide customer is a woman between the ages of 18 and 64. She’s educated, but not too educated. She has disposable income, but not too much disposable income. She likes fun, but definitely knows the difference between what’s fun and what’s not fun. For example, she’d rather watch a movie than watch her house burn down. She loves her children, but she’s not obsessed with them to the point where she wants to murder them. I would say she’s more inclined to pick up her children from soccer practice rather than, say, drive her car onto the field and run them over during soccer practice.

Also, a Tide customer doesn’t necessarily have to be between the ages I stated above and could be between other ages, like between 18 and 28, or 36 and 37, or between the age when she starts washing clothes and the age she dies.

Does the typical Tide customer eat breakfast, lunch, and dinner? The answer is “yes,” BUT—and this is a big but—she’s not this breakfast, lunch, and dinner freak. In the morning, you won’t find a Tide customer going berserk and running around her neighborhood in her nightgown, screaming, “I want my breakfast!” while blood drips from her ears, nose, and eyeballs. But that doesn’t mean Tide customers are inactive. They are very active, but not so active that they’d ever legally change their name to “Active.” Our research indicates that not a single Tide user is going to be named “Active Anderson” or “Jane the Active” or has ever said, “Hi, my name is Jane. Well, it used to be. It’s Active now.”

Is a Tide user aspirational? Of course she is! But not too aspirational. She would prefer to visit Mt. Rushmore than chisel her own face on it, watch a documentary about a concentration camp rather than manage a concentration camp, and pet a giraffe rather than go through all the effort of getting up there to chop its head off.

You know what I mean?

So just to recap: The customers we need to be going after are females between clothes-washing age and death who don’t enjoy watching their houses burn down.

Now, I’ll tell you who a Tide customer isn’t. She isn’t the type of person who likes performing cardiothoracic surgery when she’s had no medical training whatsoever. She isn’t the type of person who enjoys getting whipped around by an F-5 tornado, especially if there are tires and tractors in the vortex along with her. She isn’t the type of person who likes having to un-knot big balls of wires and cords. She isn’t the type of person who enjoys it when her clothes are still dirty after going through a wash cycle. And our research suggests she wouldn’t be happy if an 18-foot anaconda were wrapped around her body. In fact, when we ask Tide customers, “Would you be happy if an 18-foot anaconda were wrapped around your body?” they say “no.”

And real fast: Some Tide customers enjoy couscous-based meals.

Also, men use Tide.

TIDE DETERGENT’S PRESIDENT OF MARKETING DEFINES THE COMPANY’S TYPICAL CUSTOMER.

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While nothing can be proven beyond all doubt, we can see what is patently not true simply by stating it as a testable hypothesis: Are influentials more likely to create viral cascades? Is there measurable variance between millennials and previous generations? Is it any easier to increase loyalty than market penetration? The answer to these questions is clearly no.
Greg Satell. “Don’t chase unicorns” (via peterspear)

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It can be tempting to ask families receiving food assistance, If you’re really hungry, then how can you be—as many of them are—overweight? The answer is this paradox that hunger and obesity are two sides of the same coin. People making trade-offs between food that’s filling but not nutritious and may actually contribute to obesity. For many of the hungry in America, the extra pounds that result from a poor diet are collateral damage—an unintended side effect of hunger itself.
Melissa Boteach, vice president of the Poverty and Prosperity Program of the Center for American Progress

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Externally, purpose needs to become softer, broader, more diffuse: a climate that you could call attitude or angle or even obsession. Unilever’s excellent Jane Buck, a fellow panellist at the Science Museum, calls it ‘point of view’, like Persil’s view that dirt is good. It’s something you can share with customers rather than throwing it at them. It might even be a question you debate with customers.
Robert Jones. WolffOlins. “Must Purpose Be Good” (via peterspear)