Ad Age’s new Ad Lib podcast series features conversations with influential changemakers in media and marketing. Ad Age recently chatted with Redscout Founder and CEO Jonah Disend about how innovation and insights have motivated his life and work.
His approach to brands—which he applied to the Domino's Pizza turnaround, and to helping launch the G Series for Gatorade—is to ask "How do you behave differently, do different things, make different products or services; then use marketing to amplify?” he says. “Instead of trying to convince the consumers you're different, actually be different. The marketing goes so much further."
On data vs. insights, Jonah says, "...In the early days it was about insights. And I feel like we've gotten to the point where we're subsumed in data—we're so data-rich but insight-poor. That's a dying art. I don't think people know what an insight is anymore. If I tell you an insight you will feel it. Physiologically you will feel it. If it's not an insight you won't feel it."