Canon Gets It

I was looking at digital cameras on the web the other day, and Canon stopped me in my tracks. They have user reviews just like many resellers, but very few manufacturers. Reviews are prominently featured just below the fold on the initial page for each camera model. More than that, they collect the most common comments at the top and list them under “Pro” and “Con” sections. You read that correctly—Canon prominently lists top consumer complaints on their web site. Things like “poor low light performance,” “complicated to use controls/menu,” and “difficult to use.” Were the marketing people completely cut out of the loop?


Za Book Title

Many people have helped me pick the title of my new book in contributing ideas or reviewing options. It seemed only fair to update you now that we've made the decision. (in this case, we means the great team at...


Online Reviews Second Only to Word of Mouth as Purchase Influencer in US

A broader investigation into how business can exploit online community underlines the importance of online information in driving purchase decisions, but the most influential information is beyond the direct control of companies selling products and services. Courting the small fraction of Internet users who write online reviews and comments is a very important task for many companies, but one they often neglect.

Many companies downplay the importance of online communities because only a few percent of all Internet users contribute to them heavily. What they don’t understand is that most other Internet users read those reviews and rely on them heavily when making purchase decisions. Taking good care of online communities can be a huge money-saver for companies trying to get more marketing impact from limited budgets.


Upcoming Speaking Events

Future of Talent Institute Webinar
December 10, 2009 - 10:00 AM

Nilofer Merchant
Future of Talent Institute
Webinar, ,

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Previous Speaking Engagements

From Chief of Answers to Leader of Co-creators
December 1, 2009 - 11:00 AM

Nilofer Merchant
The Human Capital Institute
Webinar, ,

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Web 2.0 Expo NYC - Murder as a Way to Win
November 16, 2009 - 9:00 AM

Nilofer Merchant
Web 2.0 Expo
Javits Center, New York, NY

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Collaborator's Dilemma Future Salon
September 16, 2009 - 3:28 PM

Nilofer Merchant
Future Salon
SAP Labs North America, Building D, COIL (Co-Innovation Lab), 3410 Hillview Avenue, Palo Alto, CA 94304, Palo Alto, CA

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Reinvention as an Economic Necessity
September 13, 2009 - 1:00 PM

Nilofer Merchant
Growth, Innovation and Leadership 2009
Hyatt Scottsdale Resort and Spa, Scottsdale, AZ

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Filling Your Company with LOVE
June 30, 2009 - 10:00 AM

Bruce La Fetra & Sprout, MySpace, Schematic
Social Media Summit
MySpace / Fox Interactive Media, San Francisco, CA


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