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Fake Marketing Leads to Real Failure – Part II

Svyatoslav Biryulin

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Stop measuring the unmeasurable

I’m writing this in a big hotel in one of Europe’s capitals. I came here to deliver a keynote. It is part of an international hotel chain.

Yesterday, when I checked in, I tried to connect to the WiFi. To my surprise, I found out I had only two options for connecting: to join the chain’s loyalty program or to get free WiFi for just 24 hours.

It felt like I was being forced into a shotgun wedding.

I know why it’s like that. This problem has its roots in a common superstition in management.

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