DEEP DIVES is Olson Zaltman's quarterly newsletter. Enable pictures to load content.

March 2017

Why is the Kettle Whistling?

A Q&A with Gerald Zaltman on how marketers can unlock the power of imagination -- and why they need to

In a recent article in the Academy of Marketing Science Review Dr. Gerald Zaltman, founding partner at Olson Zaltman and the Joseph C. Wilson Professor Emeritus at Harvard Business School, argues that marketing is poised to enter a new age of imagination.  

We talk below about what imagination really is, why many of us lose touch with it, and how we can rediscover it.

JF: You argue in your article that we all possess the capacity to be imaginative. How do you know that?

GZ: Imagination involves filling in blank spaces in our knowledge or understanding. We do it all the time. People are hard wired to detect gaps and then fill in or imagine what the content of blank spaces might be. However, there is a distinction between capacity and practice. A car built for high speed may only get driven slowly.

Recently Published

A Book Review

Brand Admiration: Building a Business People Love
Reviewed by Bob Woodard, Founding Partner, Deep Relevance Partners

Why We Will Never Eat the Same Way Again

What happens when food, science, culture, the middle class, and politics get entangled
by Jessica Ames Kukreti

In The News

Fuguitt and Hays join OZ Board of Advisors

Olson Zaltman is proud to announce the additions of Gayle Fuguitt and Catharine Hays to its Board of Advisors. Gayle is the chief of customer insights and innovation at Foursquare and former president-CEO of the Advertising Research Foundation. Catharine is the executive director of the Future of Advertising program at The Wharton School and was formerly a marketing director at AT&T. 

James Forr to speak at two QRCA events

Olson Zaltman's James Forr will host a Qualitative Research Consultants Association Qcast Webinar on May 4 at noon EST and will present at a joint luncheon of the Puget Sound Research Forum and Pacific Northwest Chapter of QRCA on June 15. The topic of both presentations is the "Memory's Murky Mysteries" and their impact on market research.

Jerry Olson interviewed in PR magazine

A Q&A with managing partner Dr. Jerry Olson will appear in the Spring issue of The Public Relations Strategist magazine, to be released on April 10.

Baron, Olson, and Zaltman team up for article

An article entitled, "Barriers to Advancing the Science and Practice of Marketing" by Consumer Neuroscience Advisor Andy Baron, Jerry Olson, and Gerald Zaltman will appear in an upcoming issue of the Journal of Marketing Management.

Joe Plummer on the power of branding

Senior Advisor Joe Plummer spoke at Columbia Business School on January 30.  His presentation was titled, "Using Brand as a Driver for Growth Strategies."

Why Olson Zaltman? Because we listen. When you listen—and think deeply about what you hear—the possibilities are endless.

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