Bobby Kotick speaks

http://www.economist.com/people/displaystory.cfm?story_id=14209881

Bobby Kotick, CEO of Activision Blizzard, talks about the video game business and also makes an amazingly potent comment about research:

“When he used to play more games, he says, he would find himself trying to tweak his firm’s products to accord more closely to his own tastes. Such decisions are best left to product managers, he insists, who combine their own judgment with feedback from focus groups. The trick is knowing which bits of feedback to ignore. “That’s the delicate balance,” he says.”

I wish this trick could be taught to our brand guys. I guess it comes with experience and with really living the brand experience, which could be the case in the video game industry, but in mundane industries like soap and tea, how many brand guys can make the judgement between their own gut feel and focus groups.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s