WealthTech on Deck Narrative Economics and Leveraging Data Sets with John Connors
In this episode, Jack Sharry talks with John Connors, the Founder and CEO of Boathouse Inc.
Before building his firm in 2001, John worked for corporations such as Hill Holiday and McCann Worldgroup. John’s vision of success and high performance as a marketer was greatly influenced by these industry pioneers and set him on the path to building his own firm.
John talks about why maintaining clients over the long-term is essential to success. High client retention is a matter of having a connection strategy, leveraging data, and building a narrative around the business.
John and Jack discuss the concept of narrative economics, the importance of storytelling, and the use of data sets to drive brand strategies.
“Narrative drives economic impact. Most CEOs and CFOs know that. They have economic data (GDP, employment, housing, etc.) but never narrative data to look at causality, correlation related to the economic data.” ~ John Connors
Main takeaways
- Don’t over-index on only one part of the marketplace. Look at the state of the whole marketplace, even of the outliers.
- Study what influences consumers. Institutions such as politics, media, and others are a big part of your client’s lives. Combine what’s important to both of you when strategizing.
- Use innovative tools to gauge what’s flourishing in the market. The data sets are good indicators of how you can tweak your marketing strategies.
- Your story builds over time. Stay updated and continue to level up your knowledge about your industry.
Links
- John Connors on LinkedIn
- Boathouse
- Hill Holliday
- McCann Worldgroup
- Tesla
- Irrational Exuberance by Robert J. Shiller
- Signal AI
- NetBase Quid
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