No Man’s Blog

One of the loveliest trends that came with the revolution in social media and it’s implications for modern marketing is what you an call the emergence of hippy-marketing.

I’m not talking about new business opportunities for modern tree huggers and ethically conscious consumers but rather about the fact that as the shift in balance of power as well as the shift for ever stronger emphasis on product and experience are gaining momentum, companies today are in the business of happiness.

It is a fascinating trend that is influenced by different forces, among which is the growing interest in positive psychology and the pursuit of happiness as a viable, realistic personal goal in modern life (for the privileged developed world one must add). Additionally ever since we got the opportunity to freely express our emotions on all things that make us tick or creak it became clearer which brands, products and services we love and which one we hate, and that added another dimension to business and marketing:

Make ‘em happy.

Imagine that ‘make them happy’ was on the top of the list of companies goals / missions. Not ‘reduce churn’ or increase sales by 30%’, ‘achieve 37% marketshare’ or even ‘increase satisfaction rates’. MAKE THEM HAPPY. So simple, yet so difficult for companies to comprehend and implement. It’s just not the way they think and behave.

Come to think of it, the title of this post is somewhat misleading. It should be Hippy Business. Marketing is only one way you can make people happy and frankly, not the best one to start with. In times when your product is your marketing is your brand etc it’s better to start thinking about happiness much earlier in the process. There are so many ways in which you can make people happy, depends on your category, but the most obvious one, and the one that need immediate improvement is customer service.

Easier said than done. Now check this - Tara Hunt took this idea of happiness as business model and created a bloody good presentation that rises beyond the cliche’ with brilliant mix of storytelling, wit, prescription and case studies to inspire the most dull and conservative suit. Big hug to you Tara.

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