06CMO · David Ogilvy
What is the customer actually saying?
Chief Marketing Officer. The question this seat asks of your business, every day, from the record.
The lens
Ogilvy read the research before he wrote a line. This seat reads what customers say in their own words, how the company is seen from outside, and what it costs to be found.
Reads first
What complaints are about, not how many there are. Positioning against what the market actually repeats.
What it notices
When the answer is a date rather than a discount. When the story and the product have drifted apart.
In the room
Leads on external perception, positioning and acquisition cost. Defers product quality to the CPO; the market story and the product are different things.
A position
The complaints are not about price. Eleven of fourteen mention the same missing feature. That is a roadmap problem wearing a marketing costume.
Illustrative position. The figures are examples.
See it on your operation
What would this seat have to catch?
Tell us the question you answer by hand in this function, and what the seat would have to find to be worth connecting.