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Episode 1 | The Person In Personalisation | Statements of Intent Podcast
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In this debut solo episode, host David Mannheim lays out the premise and purpose behind the "Statements of Intent" podcast and shares his own statement of intent.
Topics Covered:
- David’s statement of intent: "We've lost the person in personalisation."
- Why David started this podcast and who it's for - a place for eCommerce professionals to share their guiding principles and beliefs (their statement of intent) that challenge the status quo - prioritising growth and metrics over customer care.
- David's personal background - he has 2 young sons, founded and sold User Conversion (now Brainlabs), and wrote the book "The Person in Personalisation". After past business struggles, he now finds purpose in his mission of rebalancing business metrics vs. customer satisfaction. He founded Made With Intent, a platform that helps retailers be more personal with their customers through understanding and predicting intent.
- David's perspective that the "person" has been lost in personalisation due to over-commercialisation, lack of care and intimacy, and the inability to properly attribute those human elements. He discusses the concepts of competence vs care from the book "The Human Brand."
Key Quotes:
- "It feels as though we’ve forgotten that there are people behind this screen."
- "Personalisation for me is all about, you know, the act of being personal, really, it's a relationship mechanism, it's a communication principle.”
- "At what point does something turn from segmentation to personalisation? There's 50 shades of grey."
Episode Chapters
00:00 Introduction
00:58 The Concept of Statements of Intent
03:28 Personal and Family Life
08:07 The Person in Personalisation
10:24 The Personalisation Facial
14:36 Care and Competence
19:09 Outro
Resources
- Made With Intent website → www.madewithintent.ai
- The Person In Personalisation by David Mannheim → https://amzn.eu/d/dSptRQS
- The Human Brand by Malone and Fiske → https://amzn.eu/d/bIwaEFs
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