From the category archives:

v4 principle

How most people get laid and the reason why customer experience is vital?

February 21, 2010 v4 principle

The common denominator between the two is that they’re fueled by the v4 principle
First – how do most people in this world get . . . busy?  This explanation is from a guy named Rob back in 2000:

Think about your entire history of relationships… Every person you dated long term, short term, prison term, and [...]

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Backstory on the v4 principle and 90% of word of mouth

November 29, 2009 v4 principle

I first came across the concept of the v4 principle almost 10 years ago.  This is a hilarious post from 2000 on Sportsbike.net from a guy named Rob from Boston,  a.k.a Streetracer.  I can remember almost peeing in my pants when I originally read this.  Enjoy:

Think about your entire history of relationships… Every person you [...]

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The v4 Principle – ‘All Impressions are not Created Equal’

November 29, 2009 v4 principle

The Power of WOM
One of the frustrations I have with measurement of marketing is that it is fundamentally flawed.  It assumes that all impressions are created equal.  There is no weight given to context and / or the delivery mechanism.
Let’s have a look at advertising, sponsorship, pr and word of mouth:

Advertising is a one [...]

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