Essentials of Marketing in the Digital Era

Good marketing makes the company look smart. Great marketing makes the customer feel smart ~ Joe Chernov

With the advent of Internet of Things and the Digital Revolution, marketing is still discovering its ideal mix to fit into the present age. Digital marketing is now a requisite in generating value and voice. This includes everything from building a strong online presence to providing an omni-channel user experience to effective communication and more. Within just a decade, Facebook has reached the pinnacle, mobile has become a necessity, and the U.S. presidency was won through Twitter. It’s been a roller coaster of a journey and with new players and technologies’ emerging hysterically, the journey seems to have just started. But in this lightning fast universe, there are certain fundamentals that gain crucial centric value.

Content is King

Without good content, no matter how many social platforms are used or how many emails are sent, the result is not concrete. Creating good content is the key to the success of a strategy, be it digital or traditional. content.pngContent should be crisp, interesting, and tied-in to your brand’s personality. In a fast-paced world where the average human attention span is less than that of a goldfish’s (8 seconds), it’s important to have engaging content. Keep it simple, but use specific targeted keywords to ensure that the message gets across to skimmers and also to improve SEO.


Brands must design the look, feel and functionality of their website in such an ideal responsive manner that no matter what device the customer is using, they are never lost. Omni-channelWith a well planned seamless experience, online and offline, brands could do a great job at keeping customers happy and gaining a competitive advantage. All brand content and contact must be easy to navigate and not cluttered with too much information. Make sure that it’s mobile first, so that users can access information quickly on their smartphones. Most importantly, the designing should be done keeping the user in mind.

Email Marketing

In a place surrounded by countless tools like social media, traditional media, virtual reality, augmented reality, it’s easy to forget about good old email tactics. EmailEmail not only coexists with the other platforms but also outperforms them. It’s the most effective, cost-efficient, personalised and easiest of all. You can easily get a picture of who opened your mail, which links were clicked, how many people unsubscribed and more. 61% marketers agree that email marketing is providing the highest return on investment of their organisations.

Big Data

Data is the way to connect the dots between channels and devices so customers have a consistent and personal experience. This is how marketers are going to win.
Data and marketing analytics are the keys to improving your targeting, delivering Datarelevant messages, and creating personalized, omni-channel experiences that turn prospects into life-long customers. The rate at which data and our ability to analyse it is growing, businesses of all sizes, large and small, will be using some form of data analytics to impact their business.

Story Telling

Marketing is not about B2B or B2C; it is about H2H (human to human). Thus, storytelling is that important bond that connects us to our humanity. It is what links us to our past, and provides a glimpse into our future. StorySince humans first walked the earth, they have told stories, before even the written word or oral language.  In my opinion, storytelling is the art that allows us to digest information more easily because it connects information to emotions. It is one of the most powerful ways to instill a human element into your brand and one of the core components of a content.

The goal of progress has been toward making our lives easier from the invention of the wheel to the delivery of food on the wheels; we have come a long way. Marketing in the modern era helps to connect the dots and provide insightful insights. Brands just need to be smart and fearless in the face of this change. It’s never possible for anyone to know everything about the world of digital marketing, because it is continuously evolving and innovating. However, there are a few things that are always imminent to succeed in marketing.

Build relationships, not links ~ Scott Wyden Kivowitz


Internet of Opportunity ?

If you think that the internet has changed your life, think again. The IoT is about to change it all over again ~ Brendan O’Brien, Aria Systems

We live in world where change is the only constant; Advertising change in the era, Mobile Happening, Big Data becoming bigger, Content is King and it’s an endless list. The advent of internet, it’s accomplishment and far out reach has out-crossed all boundaries almost literally. In today’s age of connectivity, Internet is become more widely available, the cost of connecting is decreasing, more devices are being created with Wi-Fi capabilities and sensors built into them, technology costs are going down, and smartphone penetration is sky-rocketing. All of these things are creating a perfect storm for the Internet of things (IoT). As Eric Schmidt says, “The Internet of things will augment your brain.


But what exactly is the “Internet of things” and what impact is it going to have on you, if any? The IoT is a concept of basically connecting any device and this includes everything from smartphones, coffee makers, washing machines, headphones, lamps, wearable devices and almost anything else you can think of.  The IoT is a giant network of connected “things” which also includes people.  The relationship could be between people-people, people-things, and things-things. The IoT is becoming an increasingly growing topic of conversation both in the workplace and outside of it. It’s a concept that not only has the potential to impact how we live but also how we work. This is the reason a lot of companies are heavily investing in the IoT.panerakioskjpg

Take the example of Panera Bread, the bakery–café chain has enhanced its successful business model of allowing customers to tailor their salads and sandwiches.
Using the latest digital technologies – and embedding the Internet of Things (IoT) throughout their operations and supply chain – Panera’s customers can now build their orders online, pre-order favourite meals with an app and pay quickly at in-store kiosks. For Panera, having the ability to engage and serve their customers in new ways has made their business more relevant in the digital age. In my case, I have always wished that I could skip the catastrophic line at Shack Shack. With their mobile app life has certainly become better but it still requires planning and does not support my spontaneous walk-ins especially for the shakes. This is when I truly wish they have the self-service machine just like the Scanomat Topbrewer, a café-grade coffeemaker that gives you access to top-quality coffee whenever and wherever with the app. I could just walk into the restaurant, scan my code with the machine, collect my drink within seconds and walk out. Let the app take care of the rest as usual.


The reality is that the IoT allows for virtually endless opportunities and connections to take place, many of which we can’t even think of or fully understand the impact of today. Security is a big issue that is oftentimes brought up. With billions of devices being connected together, what can people do to make sure that their information stays secure? Will someone be able to hack into your toaster and thereby get access to your entire network? The IoT also opens up companies all over the world to more security, privacy and data sharing threats. Another issue that many companies are going to be faced with is the need to figure out a way to store, track, analyze and make sense of the vast amounts of data that will be generated. It’s not hard to see how and why the IoT is a talk of the town; it certainly opens the door to a lot of opportunities but also escalates many challenges. For now the best thing that we can do is educate ourselves about what the IoT is and the potential impacts that can be seen on how we work and live.

If you have something that you don’t want anyone to know maybe you shouldn’t be doing it in the first place ~ Eric Schmidt

How Big is Big Data?

Numbers have an important story to tell. They rely on you to give them a voice ~ Stephen Few, Data Visualisation Specialist

Big data is not just in vogue. We are just at the beginning of a revolution that will touch every business and every life on this planet. But tonnes of people are still treating the concept of big data as something they can choose to ignore — when actually, they’re about to be run over by the unforeseen power that is big data. However, Gary King, professor and director of Harvard University’s Institute for Quantitative Social Science, states “Big Data is not about the Data.” Well, he’s described it spot on! We live in a world where it’s not Digital Marketing anymore, its marketing in the Digital Era. There is no digital strategy, just strategy in a digital world.


201 7 techsThe data gathered each second is rising. It is plenty and easy to collect, however, the real value lies within its ability to be analysed. The irony of data is that despite its potential to enhance the human experience, it’s often difficult to filter, analyze, and interpret to gain those cherished insights. In a survey conducted by Smart Insights, they had 2,352 responses from marketers around the world. The results for 2017 depicted that among the top-rated marketing techniques Big Data is cutting in extremely close to content marketing. We analysed the value of content marketing last week in Content is King. This week the focus moves to Big Data. The defining properties of big data are the 3Vs (volume, variety and velocity). Volume refers to the amount of data, variety refers to the number of types of data and velocity refers to the speed of data processing.

Big Data

Data is the way to connect the dots between channels and devices so customers have a consistent and personal experience. This is how marketers are going to win. Data and marketing analytics are the keys to improving your targeting, delivering relevant messages, and creating personalized, omni-channel experiences that turn prospects into life-long customers. My observation…the rate at which data and our ability to analyse it is growing, businesses of all sizes, large and small, will be using some form of data analytics to impact their business. The question isn’t whether or not big data is here to stay; the question is are you ready?

The empires of the future are empires of the mind Sir Winston Churchill

Advertising in the Changing Era

Nobody counts the number of ads you run; they just remember the impression you make ~ Bill Bernbach

The real awards are presented in our minds, not on stage. Each moment that we connect with our individual selves, for each and every one of us, we give an award when someone inspired us for that next step. For every momentary moment we commemorate due to the impact and value it added. We remember the movies that touched us and not the number of accolades it received. We remember our loyal sports team and not its awards. canstock21640828All in all our memory helps us connect and bond with one and all. This human notion applies for the brand world as well. Now more than ever, brands are conscious about their choices and its impact on their image. The beliefs of a brand play a fundamental role for its success and consumer acceptance. world-with-social-media

The augmentation of social media has changed the one-on-one communication to one-to-million communication. The nature and characteristics of brand communiqué is evolving and trying to keep up with the changing consumer and technology. The mean, medium and mode is changing. The consumers are now in charge, pulling the information they want rather than having it pushed on to them. Hence, the approach for reaching out to consumers is getting diverted from selling to educating. If your company has a quality offering and adds value then it’s just a matter of time and correct marketing that the offering will be noticed. This is an emerging tactic adopted by multiple brands, Subway fast food chains being one among many.


Advertising is about creating the emotional relationship with the brand while educating them about your offerings. Consumers today are smart and self decision makers. Hence, Subway merely attempts to meet their requirements and educate them of their offerings that match the consumer needs. It is less discount talk and more fun food talk and information. These are a few instances when social media platforms such as Facebook and Snapchat were used wisely for paid advertising. These ads proved to be beneficial and informative. Facebook ads facilitated an affordable targeted approach that reached a wider audience and ROI was easy to calculate. The Snapchat filters are a particularly easy and cheap resource to utilise. They have a wide spread of atleast 20,000 feet. The cost of a Snapchat filter starts from approximately $35 and goes upto approximately $170 subject to the hours it is bought for.

subway thumb_2813_portfolio_tile_large  CwW4SjkUQAAFaQLwww.altaviawatch.comwp-contentuploads201701Subway-launches-Snapchat-geofilter-tied-to-junior-surfing-sponsorship-236311e8e430969fec2fce310ce27e092b676ac9The paid advertising plays well for the quick-service restaurant brand because they have complete control with regards to the content that is created. They get the opportunity to test new keys words and track immediate results and clicks. It is very highly targeted and hence the resources are invested in the correct direction. Subway also elegantly promotes its brand through the Subway Surf Series by creating a Snapchat geofilter to extend on its 2017 sponsorship of junior surfing tour. The Subway Surf Series is an internationally recognised surfing event, aiming to propel Australia’s leading junior surfers into successful careers.

The goal of progress has been toward making our lives easier from the invention of the wheel to the delivery of food on the wheels, we have come a long way. Advertising in the modern era helps to connect the dots and provide insightful insights. An article by the Harvard Business Review discusses how one agency got innovative in order to win the Harley-Davidson account. The agency drafted a creative brief and posted it to a crowd of 7,000 creative’s. Similarly, brands need to be fearless in the face of this change and evolution.

I’d rather apologize than to be so timid as to never try and do anything smart or brave ~ Lee Clow

Sharing is Caring but Beware !

You are what you share ― Charles Leadbeater

Imagine this: Two kids at home, screaming at the top of their lungs and yelling so loud that their cheeks are pink with anger. Both have their hands on an object, pulling on each side. Probability is that their parent would arrive soon to the rescue and break it up.
What will be the topic of the speech these kids will undoubtedly receive? Sharing. Growing up we all would have heard infinite times from our parent, teachers and elder’s, “Learn to Share”, “Sharing is Caring”. It portrays the goodness and kindness in you. It lays a foundation for your future personality and traits. As we mature, the meaning and value of sharing evolves and matures with us. It goes beyond sharing your toys to sharing your views and opinions. Sharing starts to resonate with our opinions and beliefs. We share something when we believe in it. We share something when we deem it to be of importance.


However, sharing comes with its fare share of consequences whether you are a child or a grown up. Sharing is caring only when you are sharing the correct object or purpose at the correct time. Sharing plays a pivotal role in the world today with the impact it has due to social media. Regardless of that, whether you are a child or a grown up, we haven’t figure out the ideal approach of sharing. And neither have brands; Uber finding itself in the pinnacle of this because of multiple social media crisis this year. 2017 has been an unpleasant ride for the company and Uber has found itself caught up in more than a few crisis.

In January, thousands of users deleted the Uber app over the course of a weekend as part of the #DeleteUber movement. This was a symbol of protest to support the New York City Taxi Workers Alliance (NYTWA) that had announced a one-hour work stoppage at JFK out of solidarity with the thousands of protesters at airports across the country. Moments after this announcement Uber’s New York Twitter account tweeted out a statement that it was turning off surge pricing at JFK airport, where hundreds of people had gathered to protest President Donald Trump’s executive order blocking U.S. entry for refugees and citizens from seven Muslim-majority countries.


In February Susan Fowler, a Stanford computer science graduate, wrote a blog post about her experience of gender bias and sexual harassment at Uber. It was after this that company announced it had launched an internal investigation into its workplace culture. To add to Uber’s social media misery, next came in line the New York Times article titled “Inside Uber’s Aggressive, Unrestrained Workplace Culture” that suggested Fowler’s claims were not isolated. Around the same time a video of the Uber CEO Travis Kalanick went viral verbally abusing a driver for the service. Adding to the pile-up of crisis, Uber CEO Travis Kalanick was forced to make an apology and at the same time he admitted “I must fundamentally change as a leader and grow up.”

Like I said, it hasn’t been a comfortable ride for the ridesharing giant. And to mention these have just been the few issues that I am highlighting. Uber is facing an uphill task with the departure of its senior level executives, the legal battle with investors at Google, the controversial “Greyball” tool and rumors suggesting Travis Kalanick could step down as CEO. Uber has suddenly cornered itself into a room where the chances of error are slim to none. The recent months have been very damaging but there is scope of recovery. This is highly dependent on the major likeability factor that Uber has built over the period of time.


Uber has made itself synonymous to getting a cab, (“I’ll uber it!” is what most of us say). Despite new competition and older battles with government and yellow cabs, Uber has become a noteworthy part of our lives and this is the important message that the needs to be reminded not only to customers, but also regulators and the news media. With the collective efforts of the public relations team to clear-out the past mistakes and marketing team to provide valuable new content to move pass history, it is possible to recover the bumps in the road. Uber provides a valuable service and in many cases there are no cost effective alternatives. For now, Uber remains a major force in the so-called “sharing economy” with thousands of drivers operating in dozens of countries.The key is to face your challenges, accept your mistake then take a leap of faith and move on with perseverance and resilience to be better ride tomorrow.

There are many things of which a wise man might wish to be ignorant ― Ralph Waldo Emerson


Momentary Moments

Everyone here has the sense that right now is one of those moments when we are influencing the future – Steve Jobs

We live in an era where the time and tides are changing faster than expected.  From travel to communication, everything is rapid and demanding greater speed with passing time. There are times we don’t even realize how time has passed and how moments have evolved. I myself find it fascinating that it has already been 7 weeks since I voyaged on this journey of blogging. Feels like just yesterday, when I started my first blog, “Welcome to my Blog”! Time travel and evolution makes us wonder about the past, present and more importantly the future.We hope and anticipate for various trends and developments.lyonsdown_change_F_3279356b

I came across one such moment while I was reading the article on “The evolution of the customer journey in 2017: Optimizing moments that matter” on by Jim Yu. The article foresees the evolution of the customer journey in 2017 and how marketers must make the most of micro-moments that matter. The article rightly highlights the importance of omni-channel marketing, a topic we have been discussing since weeks now. The editorial piece suitably describes the change in consumer buying path from a linear sales funnel to a journey that has become highly fragmented now.

Like the McKinsey Consumer Decision Journey, it states that the growth of social media and different means of communication online are guiding a customer through the traditional buyer’s journey. Customers now have the prospect to interact with brands and share their interests and reviews. Omni-channel marketing is taking over the traditional digital marketing approach to ensure customers can be reached and engaged in several different ways. A Think with Google study points out that one in three smart phone user has purchased from a company or brand other than the one they intended simply because that brand or company provided information in the moment they needed it.


The content is well summarized by Jim Yu stating 4 strategies for success in 2017 namely:-

  1. Understanding the customer and customer demands.
  2. Creating content for those specific audiences.
  3. Optimizing content for different platforms.
  4. Measuring performance.

Have you ever been haunted by your past search on any social media or search engine or your mail? This is the reason! The functioning of the various teams is getting more integrated with SEOs and marketers becoming more dependent on each other and detail oriented. The set of laws for the marketing game aren’t changing – they’re evolving. Marketers need to capture the right moment at the right time at the right place for the right consumer with right strategic decision making.

It is in your moments of decision that your destiny is shaped – Tony Robbins

Mobile is H(app)ening

In today’s modern world, people are either asleep or connected – Janice Hiromi Reinold

We have all dreaded what would happen when we lose or are disconnected from our priced possessions. We’d be locked out of home without keys, moneyless without wallet and now a day’s lifeless without a phone. It’s like our heart and soul is wrapped up in our phone; from contacts to notes, from food to photos, from maps to apps. Mobile is the key access point into our lives. Everything is available on the phone and accessing everything is possible from the phone. Hence, it leaves us with an important question as to what do we want to access from our phones? Among factors such as security, utility, availability of memory, efficiency and others, convenience plays an important role too. It refers to the ease and effortlessness with which it is possible to access and use an application.chipotle_mexican_grill_logo-svg

Last week itself, in the blog Food for Thought, we were talking about Chipotle’s omni-channel marketing and discussed how effortless it has made food ordering for millions of others like me.  The credit to the success of Chipotle’s omni-channel marketing is shared with its highly functional mobile app. Chipotle’s mobile application allows us to locate the nearest store, view the menu, order on the go, make mobile payment, save the favourite order, view nutrition and allergy information and much more. The execution of these processes has been simplified by efficient navigation tools. For an app to be truly effective, it must also be an essential part of someone’s routine. Hence, Chipotle’s user-friendly, easy to navigate app makes it to my home screen.

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chipotle-appAs much as I insist that it is a good app, user-friendly, easy to navigate and all other things, why would one want to download it? Why block that much needed extra space on the phone? The answer is simple – Saves Time. I am sure we all agree that our lives are an infinite race against time and in this race it would be great if we don’t have to wait. That’s exactly what the app helps us to do. Skip the prolonged line and head directly to the cashier.  Skipping people could cause stares, but hey, the app is available to everyone and guess what, it isn’t difficult to use. It improves the customer experience beyond the regular brick and mortar through the innovative and strategic use of technology. Chipotle’s mobile app is simple as its menu and pleasurable as its food.

apple-wtatchTo upgrade the technological chapter in its omni channel marketing, the brand has also launched an app for the Apple Watch. The Burrito Button is convenience in its purest form.  Once you have a recent or saved order from ordering on the phone version of the app, all you have to do is select your location, a preferred order from the past on the watch, press the Burrito Button and your order is placed. A few taps of the wrist and orders are set up with a countdown clock letting customers know when it will be ready. Hopefully other brands will introduce and improve upon to provide their customers such greater perceived value as well. Life is constantly changing, evolving and updating; certain things sooner than later, certain brands sooner than later, certain people sooner than later.

The same thing happened today that happened yesterday, only to different people – Walter Winchell


Food for Thought

There is no love sincerer than the love of food ― George Bernard Shaw

Love for Food is like the only constant that exists in life. Love for people changes, place changes, jobs change, friends change, etc. but food is like the constant love if not growing. The more restaurants that open the more are the food innovation and the love keeps growing. Having said that, this also results in a rise in crowd and wait-time at each restaurant. Hence, anything that makes this process seamless and quick brings so much more value to me. I hope you guys agree! Because as much as I am a slow eater, I am a restless person when it comes to waiting for the food. Honestly I don’t know anyone who prefers waiting. We are always in an infinite hurry, be it lunch break or class break.chipotle_mexican_grill_logo-svg

Subsequently in these all so busy schedules, it is great to have ways and means that make this wait less and the process of food ordering effortless. One of my first brush to such an experience was with CHIPOTLE. I love Chipotle, purely because it is so very appetizing, quick to access in any corner of the city and it’s not available in my own country. As soon as I came to NYC, Chipotle became my go to grab spot. Also, I get the added advantage with Chipotle that it offers Vegetarian options for me.  After a few visits there and occasional waiting in lines, I decided to start ordering online. This is when I came across bliss and food ordering became simply effortless through their online system and mobile ordering app.

chipotlesChipotle makes my life trouble-free with easy-to-navigate tools that provide on-the-go ordering. It allows us to place an order from anywhere. With characteristics such as consistency, availability, channel-neutrality, content-optimisation and seamlessness, Chipotle is a great example of omni-channel marketing. Whether I am on the streets with my phone or in class on my laptop, I find it very simple to place my order. The navigation is not complicated while using different platforms. From phone to the laptop, it is an easy ordering process.

Chipotle’s Mobile App Ordering

Also, it is organised, helpful and saves time. My order is ready to pick by the time I reach. Aesthetically well designed, it provides unique information and maintains simplicity. All the ordering platforms offer up-to-date and accurate product information.

The functioning of the various digital platforms resonates with Chipotle’s operational system too. There is a clear and easy flow path, minimal confusion, strategically placed objects and neatly designed aesthetics. By providing consumers with fresh, simple ingredients and an easy dining experience they’ve made themselves a staple of the fast food industry. They have a particular visual identity and extend similar branding across networks.

Chipotle’s Home page design

They also promote their social causes and pages very clearly and neatly in the respective order of importance. The responsive design implemented by them ensures that the look, feel and functionality of their website does not get lost no matter what device the customer is using. With such well planned omni-channel marketing, Chipotle does a great job at keeping customers happy and satisfied.

You don’t need a silver fork to eat good food – Chef Paul Prudhomme

The View From the World

The greatest value you can add is to become more of yourself – Sally Hogshead

Well, how do you what more to add? How do you know what you are? How do you know what the world thinks of what you are? How do you know whether the world perceives you the same way as you see yourself? How do you know? The answer is simple, I don’t know or I am not sure or I never will be. It’s a crazy massive world out there with endless different types of people. You can never be sure but you can attempt to come closest to the best version of yourself. One thing that I have learnt during the course of my small lifetime is the fact that everyone has to constantly market themselves. This is applicable to one and all; small and big, financier and plumber, marketer and politician, etc.images

This brings me back to the great question, “How do I know what to market?” To overcome this dilemma during the course of last week I took up a very interesting and unique challenge recommended by our Digital Marketing Professor at New York University, Professor Joanne Tombrakos. I mention interesting because it is an unseen view to life and unique primarily because it is one of its kind. The first marketing-based communication assessment, this is “The Brand Fascination Assessment” test discovered by Sally Hogshead.

Well, you’d wonder how this works? The Brand Fascination Assessment is a personality profiling tool to discover how the world sees you on the contrary to how you the see the world. It is a quick and simple set of 28 questions that will ultimately conclude to an archetype that portrays how the world sees you. There are 49 personality archetypes that you could be assigned to based on the combination of a primary and secondary archetype. You will also be provided with your dormant archetype that states the traits that wouldn’t be useful when communicating.



At the end of the test, multiple occasions with friends, family and colleagues fell in perspective and seemed reasonable. The traits commonly used by them to describe me such as obsessive, passionate, trust-worthy, detail-oriented, inquisitive, kind, expressive, etc. finally culminated into the world viewing me as – THE INTRIGUE, a primary combination of Passion and secondary combination of Mystique. My dormant archetype was Trust.



To my surprise most of it was true from Passion to Mystique, Discerning to warm and cool. These characteristics definitely reflect my personality and traits. The 16 pager fascination report, at the completion of the test, echoes my highest and not so highest values very precisely. The report accurately describes me possessing a strong inner core. I believe this has much to do with my primary advantage of “Passion”. I invest my heart and soul into what I believe and stand for. I am capable to balance the emotional and rational choices however my friends would object to my rationality of eating desserts for sure (Oreo is one of them if you remember from last week).

Assessment of Primary and Secondary Advantage

The assessments given alongside my primary and secondary advantage were also insightful and note-worthy. I completely agree that I am expressive, intuitive and hopefully engaging you guys as well. As you’d discover from the future and past blogs, I am obsessed with travel and food. Hence, the conversation with me could get unending. As stated in my secondary advantage I am independent, logical and observant. So if you think of abandoning me on a holiday then be very careful because I am observant of your actions and independent and crazy enough to leave you behind too. Having said that, I do have faith in my rationality and I am sure I would come up with a logical solution.


This test helped me answer quite a few of the “How do you/I know” questions. Just like a SWOT analysis is needed for a successful business, for an individual when we think about how to be victorious in life, it’s imperative to outline our strengths and weaknesses. The “Brand Fascination Assessment” plays a crucial role in this discovery process. It provides invaluable information to uplift your personality and guide you in the rightful direction ahead personally and professionally. I think it is easy, exciting and effortless to take the test. I encourage everyone to take this test and discover their personality and surprise and fascinate the world out there. If you still don’t believe my word after coming till the end of the blog, I recommend you watch this Ted Talk video on “How to Fascinate“. It will unfold fun facts and make you definitely want to take the test.

We must adjust to changing times and still hold to unchanging principles – Jimmy Carter