Glen Drummond

Glen Drummond

Owen Sound, Ontario, Canada
2K followers 500+ connections

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Post-Carbon Pathfinders Ltd.

About

Post-Carbon Pathfinders is a consultancy focused on demand-side strategy for innovators focused on creating a post-carbon economy. The practice draws on decades of experience consulting with marketing, product development, product management and senior leadership teams on innovation strategy, the customer insight solutions that enable innovation, the cross-functional alignment solutions that create a context for change, and the brand-experience and communications solutions that connect customers with the products of innovation efforts.

Specialties: Facilitation of executive decision-making around brand strategy, product innovation and product launch campaigns. Design of customer insight programs with particular emphasis on persona development. Development and application of projective techniques for user-experience assessment in conjunction with digital product invention or updating. Facilitation of user and business requirements integration in early stages of design for digital customer experiences.

Articles by Glen

Activity

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Experience

  • Post-Carbon Pathfinders Ltd.

    Owen Sound, Ontario, Canada

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    Toronto, Canada Area

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    Oxford, United Kingdom

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    Stratford, ON

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    Waterloo, ON

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    Boston

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    Las Vegas, Nevada

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    New York, NY

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Education

  • Graphic

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    Activities and Societies: CKMS Radio

    Studied under Dr. David Goodwin. Later encouraged David to join the work at Quarry during a leave from UW, before returning to UW to found CCAT:
    http://www.arts.uwaterloo.ca/~ccat/meet/researchers.html

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    Awarded the Bruce Johnston award as top CAAP graduate

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    Activities and Societies: Founding bass player in progressive-rock quartet: Elmsghost.

    Graduated with WLU's departmental gold medal in Honours English.

Volunteer Experience

  • THEMUSEUM Graphic

    Board Member

    THEMUSEUM

    - 7 years

    Arts and Culture

Publications

  • Strategic Insight and Tactical Actionability

    AdMap

    A critique of current marketing segmentation practices and tips towards improvement.

    See publication

  • How marketers should respond to the end of marketing specialism in B2B

    AdMap

    A critical examination of the match between B2B agency business models and the needs of their customers.

    See publication

  • Three Threats Slideshare

    Quarry

    Slideshare version of a presentation shared with the Customer Experience Strategies Conference in Toronto, spring 2014. Photo-credit here to some very enterprising students in my WLU BU 492 course - Creativity for Marketing Managers course.

    See publication

  • Zombies Phantoms and Shadows

    Quarry

    What makes zombies fascinating to our society? Could it be because members of our society are generally anxious about the lack of "agency" we have over our own decisions and actions? What makes zombies a great metaphor to understand dysfunctional customer segmentation? Could it be that dysfunctional segmentation typically operates outside the gaze of rational analysis - exerting a hidden but shaping force on decisions and actions and on ideas conceived and not conceived? It's a provocative…

    What makes zombies fascinating to our society? Could it be because members of our society are generally anxious about the lack of "agency" we have over our own decisions and actions? What makes zombies a great metaphor to understand dysfunctional customer segmentation? Could it be that dysfunctional segmentation typically operates outside the gaze of rational analysis - exerting a hidden but shaping force on decisions and actions and on ideas conceived and not conceived? It's a provocative idea, and if you read the article, you will find evidence from some diverse sources pointing to this conclusion.

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  • Beyond the Pale

    Quarry

    Cognitive science has a lot to tell us about why conventional customer segmentation so often fails. As humans, we have an inherent bias that leads us to embrace broadly rendered “idealized cognitive models” of our customers. Compound this bias with misdirected customer-segmentation "best practices" and you have a formula that’s destined to overlook “shadow segments.” In the article “Beyond the Pale – Searching for Strategically Actionable Insight”, Glen Drummond, Chief Innovation Officer at…

    Cognitive science has a lot to tell us about why conventional customer segmentation so often fails. As humans, we have an inherent bias that leads us to embrace broadly rendered “idealized cognitive models” of our customers. Compound this bias with misdirected customer-segmentation "best practices" and you have a formula that’s destined to overlook “shadow segments.” In the article “Beyond the Pale – Searching for Strategically Actionable Insight”, Glen Drummond, Chief Innovation Officer at Quarry, offers a radically different approach to strategic segmentation, one that uncovers these shadow segments and can inspire product-design and customer–experience innovations.

    See publication

  • Taking a Gravity-Free View of the Sales Funnel

    Quarry - Idea Exchange

    A blog post, with a small caution about the shaping force of metaphor in strategic marketing planning.

    See publication

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