"Hey Mark I don't know. It seemed useful to me yesterday (obviously partially for selfish reasons). It still seems useful today. None of the advice they give is revolutionary, but it is sound, it is backed by their research and it is from McKinsey."
- Robin Grant
"Nathan - have you actually looked at the presentation or at least read the bits I highlighted? How about this bit: once the consumer decides they are going to buy a product, they move into a stage that we call active evaluation. It is here that the number of brands they are considering increases. Which is exactly the opposite of the premise of the funnel To me, it not only seems pretty new, but also has a proper grounding: a study examining the purchase decisions of almost 20,000 consumers across five industries and three continents"
- Robin Grant