Column: “Marketers must be tactful with technology” at The Tennessean

An excerpt:

It’s a huge opportunity for hyper-personalized and contextualized content and experiences. It’s also potentially a massive trap for marketers because studies have shown that people want to be tailored to, but not so much that it creeps them out.

Read the rest at the link:

http://www.tennessean.com/story/money/2014/09/13/kate-oneill-marketers-must-tactful-technology/15513513/

Column: “Are we obsessed with measuring our work and lives?” at The Tennessean

An excerpt:

Having one number that truly represents your primary goal is like having a secret decoder ring for your real priorities. It frames all other decisions in those terms.

Weighing every decision against this single quantified goal necessarily oversimplifies the messy reality of how many factors go into every decision.

But to be truly meaningful, a measurement needs context.

Read the rest at the link:
http://www.tennessean.com/story/money/tech/2014/07/20/obsessed-measuring-work-lives/12906209/

Column: “How to get customer data without being creepy” at The Tennessean

An excerpt:

It’s vital for companies to use the resources at their disposal, including data and data-driven experiments, to make themselves better, faster, and smarter at making decisions and serving their customers. That includes testing to make products better, make customer experiences smoother, make messaging more relevant, make operations more efficient, and so on. It covers a lot.

But what businesses should not do is take extraordinary license with the permissions customers give them through their interactions with them.

Read the rest at the link:
http://www.tennessean.com/story/money/tech/2014/07/03/customer-feedback-data-experiments-online/12189743/

Column: “How meaning builds value in business” at The Tennessean

An excerpt:

Value in business is inseparable from meaning. And yet we often talk about value as if it were simply a price point. As if you can take the jumbled landscape of sense memories, beauty, irrational fears, prized beliefs, aspirations, accomplishments, and everything else, roll it into a snowball of whatever size, and call it “price.” Only to watch it melt.

Meaning does not melt or shrink; meaning grows. When you start from an understanding of meaning, you can operate on wholly different dimensions. You can assess the value of a thing to someone based on what you understand of their desires. Based on they want and need, based on what they cherish, based on what they will fight for, walk away from, laugh at, cry at, share with strangers, and hide from friends. You can begin to see opportunities to add value to a thing based on how you deliver it, where you make it available, when you communicate about it, what you add in, what you leave out, what color you make it, what you call it, etc., etc.

Read the rest at the link:
http://www.tennessean.com/story/money/2014/06/21/meaning-builds-value-business/11173739/

Column: “Hashtag activism offers chance to take a stand” at The Tennessean

An excerpt:

The opportunity we have now as a society and as students and shapers of our own society is twofold: to participate more meaningfully in the causes that move us to share compelling social statuses, and, if we are intending to influence behavior, to work to more effectively mobilize the communities that spring up around these ad hoc micro-causes.

Read the rest at the link:
http://www.tennessean.com/story/money/2014/06/07/hashtag-activism-offers-chance-take-stand/10104895/

Column: “Does ‘sharing’ enrich lives, or distract us from them?” at The Tennessean

May 25, 2014:

An excerpt:

The difference seems to be in how we frame the question. Are we more connected to the capture of the subject or to the experience of the subject, including the people who might be sharing it with us? And is there a way to do both?

Read the rest at the link:
http://www.tennessean.com/story/money/tech/2014/05/25/kate-oneill-right-capture-moment/9522447/

Column: “Intentional risks can yield great rewards” at The Tennessean

An excerpt:

Dreams are our direction, but by nature they’re always distant. It’s what we’re doing along the way that makes the days worthwhile.

That’s why incremental progress is so important. Innovation requires urgency. Accomplishment requires action. To become what we hope someday to be, we have to start somewhere. And yes, every step is risky; anything can go wrong.

Every marketing campaign could be a dud. Every venture could be a bust. Every relationship could end in heartbreak.

Read the rest at the link:
http://www.tennessean.com/story/money/2014/05/10/kate-oneill-live-every-day-like-last/8919679/

Column: “What makes a strong woman?” at The Tennessean

An excerpt:

Speaking of which, Pew Research did a study in 2008 asking about leadership traits in men and women. They first asked what characteristics make a good leader. The responses included honesty, compassion, creativity and intelligence. Then, among those characteristics, they asked whether that trait was more true of men or women.

For most of them, women rated better than men. Women outflanked men for “compassionate” 80 percent to 5 percent. The highest-ranked leadership characteristic, “honest,” was credited to women 50 percent of the time versus 20 percent for men. The only top-rated leadership characteristic in which men scored better than women was “decisive.”

Read the rest at the link:
http://www.tennessean.com/story/money/2014/04/27/kate-oneill-makes-strong-woman/8180861/

Column: “Why ‘work-life balance’ doesn’t work” at The Tennessean

An excerpt:

Over the past years, my professional and personal experiences have presented me with opportunities of seismic magnitude for evaluating my purpose and my priorities. And what I have found is that the more aligned they are, the more depth and meaning I can bring to all of it. The more I can bring of myself, in a sense.

Read the rest at the link:

http://www.tennessean.com/story/money/2014/04/13/pursuit-unified-approach-business-life/7665341/