Karen Nelson-Field - Putting PHD's into Practice - Categories and Entrepreneurship - S3 Ep19
Brain-hurt scale = 6/10. If you work in the world of advertising or media, especially in Australia or the UK, I'd be surprised if you haven't heard of Karen Nelson Field. Fresh from an escapade sipping rose and snacking on caviar on the French Riviera, we’re actually not talking to her about attention & advertising measurement. Sorry to disappoint. But, that's been covered in depth already. Instead we're talking about categories and applied marketing/entrepreneurship. All about how she's put theory into practice and the gulf between the two. As a former academic and researcher at the Ehrenberg Bass Institute, we were especially interested to hear her take on the latter. What motivated her to strike out on her own and start Amplified Intelligence? How has she crafted her personal brand over the years? Why focus on the area of attention measurement and where does she believe the firm is heading in the future? In this episode you'll learn how different an understanding Marketing theory and laws is, versus actually implementing this knowledge in a business. Crafting a product offering and creating a category from scratch. Some famous industry commentators like to commentate & criticize from the sidelines. Whereas Karen has put her money where her mouth is. A lot do not. We explore categories. Product categories, market categories. Category creation. Do categories even exist anyway? How bound are we by them? Can we stretch, distort, move outside or even create our own entirely? Along the way, you'll hear her entrepreneurial story which hasn’t been covered in detail before today. So come behind the scenes. Behind what you probably know about KNF and discover a different side. A deep business intellect which many haven’t explored. Until today. Until you press play.