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Episode 9

Dr. Nick Fine on the Dichotomy Between IT and Digital Marketing.

It's A Customer's World Podcast

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As the interview begins, Nick shares about his background, explaining that he is a psychologist by education and trade, and a computer scientist by life. Psychology came before his current work, and he came to UX through a chain of career events. Moving forward, Andy and Nick discuss the dichotomy between IT and digital marketing. Turning to agile, they consider its pitfalls and ways in which it may be fused with traditional waterfall methodologies to best meet customer needs. Nick then offers a rather controversial, but insightful and arguably correct, perspective: empathy is not a research method, as it is not always data-driven.  Through the conversation, Nick comments on the need to “educate up,” leadership roles, an agile mentality, creating transformational change, and more. Before the conversation ends, Nick offers thoughts on current demand for his work and provides advice to students.

Key Takeaways

 

0:40 - IntroducingDr. Nick Fine his background

4:26 - IT versus digital thinking

7:04 - Ideas of a marketing mindset and an IT mindset

13:07 - The topic of organizations

17:22 - How leadership roles change in an agile space

18:04 - Nick argues what matters most is mentality

21:30 - Harmonization of agile with a more hierarchical element

23:06 - Agile’s usein startups and wider enterprises

25:04 - Nick isn’t sure “agile” is a fitting name

27:52 - Andy and Nick talk about creating transformational change

32:35 - The topic of empathy

37:50 - Demand for Nick’s work and shifting package design ideas

41:38 - Personalization is the future

42:45 - Nick offers advice to students and closing thoughts

Meet Your Host: Andy Murray

 

Andy is a highly effective senior leader with a passion for growth, creating cultures that unleash talent, and building capabilities through collaboration across functions. He has held leadership roles across retail (Walmart), CPG (P&G), start-ups (Mercury 11, Saatchi X) and global organizations (Asda U.K.). A creative problem solver, innovator, and marketer, he is known for building high-performing teams and delivering results.

Andy is a lifetime Honorary Board member of the University of Arkansas's Center for Retail Excellence where he helped developed the Center's presence and Innovation conferences. He is also an Early Board Member for the Soderquist Center for Leadership and Ethics college. Andy was inducted into the Shopper Marketing Hall of Fame in 2013 for his pioneering work in developing best practices and industry leadership in the emerging field of Shopper Marketing. He currently serves as Chairman of Asda Foundation.