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  • James L. McQuivey
  • CMO

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  • Report Four Main Players Star In The Future Of Work

    The Multiplying Force Of Automation Can Make Them All Winners

    Politicians, pundits, and prognosticators have pounced on the topic of the future of work, pondering who will win and who will lose. Job losses will reach 29% by 2030, and the creation of...

  • Report The 2020 Leader

    You Can't Give What You Don't Have
    April 24, 2019 | James L. McQuivey

    Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your...

  • Report Introducing Forrester Future Fit

    Are You Fit Enough To Share In A World Of Intelligent Technologies?
    April 1, 2019 | James L. McQuivey

    The future is coming, full of AI, robotics, and machine intelligence. Some people are readier than others to enter the bold new world of intelligent technologies that are shaping our shared future,...

  • Report Emotions Fuel Your Brand Energy

    Business Case: The Brand Experience Playbook

    Consumers are changing, experiences are changing, and brands must change with them. Existing brand measures are useful but insufficient in this environment of upheaval. Forrester has applied its...

  • Report Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...

  • Report Nike Makes No Sacrifices

    A Consumer Energy Index Analysis
    September 21, 2018 | James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes...

  • Report What To Learn From Apple's Coming Brawl With Amazon

    August 1, 2018 | James L. McQuivey

    Apple is the iconic brand of this century; soon, it will become the first trillion-dollar company. However, Apple is letting Amazon gradually take over its dominant role by focusing on its elegant,...

  • Report How USAA Sets The Benchmark For Differentiation In Mobile Banking

    May 30, 2018 | James L. McQuivey

    The US mobile banking category suffers from a lack of differentiation among the big players. Many mobile experiences meet basic functionality and usability criteria, but few stand out. USAA is the...

  • Report Why The Home Depot Wins At Mobile Web

    March 5, 2018 | James L. McQuivey

    Most retailers embrace mobile, but currently many merely check the boxes on features and functionality. Few go to the next level, consciously constructing an experience that meets customers'...

  • Report Amazon Will Own Your Customer In The Future

    February 8, 2018 | James L. McQuivey

    Amazon has built the most powerful customer relationship ever, carefully constructing an ecosphere around tens of millions of customers. With aggressive moves in 2017, including buying Whole Foods...

  • Report Predictions 2018: The CMO Bar Rises With More Pressure For Growth

    Customer Obsession Disrupts Any Remaining CMO Complacency

    Customer obsession is the foundation of organizational success in 2018. This sets the stage for CMOs to step up as a leader of growth or quietly cede influence to another C-suite member, such as a...

  • Report The CMO's Guide To Emotion

    Prepare Your Brand To Act On The New Science Of Emotion
    August 14, 2017 | James L. McQuivey

    Everybody knows emotion is important, marketers most of all. But most people's understanding of emotion is woefully outdated and inadequate. Consequently, most marketers use emotion as a blunt...