Which page is your homepage?

When someone types a query into Google, or into AI, the algorithm goes looking for whichever page most closely matches what that person's looking for.

It could be a blog article on our site written 3 years ago. Something so old and located so deep that we’ve probably forgotten it was still there.

But the visitor lands there directly, with no preamble, and we have no say in it.

This has been true for as long as there’s been search, and most businesses still haven’t really factored this into their information architecture maps, sitemaps, UX, or content strategy.

In effect our homepage isn’t (just) the homepage. EVERY page is the homepage.

The Cognitive Marketer

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Many businesses have an "immune system" that treats new ideas in a similar way to how our bodies deal with a virus.

Something gets proposed, but before anyone gets a chance to evaluate whether it'll work, the organizational antibodies kick in.

Within these kinds of businesses ideas don't get killed, as much as studied and pulled apart until there's nothing left.

The cultural response to an idea within an organization often matters more than the idea itself.

We keep looking for better ideas when we might have a better-ideas problem, but most of us will never know which one we have.

The Cognitive Marketer

Brought to you by KEXINO - https://kexino.com/

LinkedIn: https://www.linkedin.com/company/kexino

Instagram: https://instagram.com/wearekexino

YouTube: https://www.youtube.com/c/Kexino

Threads: https://www.threads.net/@wearekexino

BlueSky: https://bsky.app/profile/kexino.com

Gee Ranasinha public speaking website: https://gee-speaks.com

Most of the time, what gets marketed as "breakthrough innovation" isn't anything of the sort. Strip away the glossy packaging and press release verbiage, you're left with marginal improvements to a product that already exists.

It's what I call "Innovation Cosplay".

The human memory doesn't work by cataloging marginal differences between similar options. The mind remembers things by noticing breaks in a particular pattern.

When we make our offering slightly better than competitors in predictable ways, we're making it harder for buyers to remember us, not easier.

We want to be the ‘different’ that repels the wrong buyers, and appeals to right ones. If our product doesn't force buyers to think differently about what they're solving, we’re competing on everyone else's terms.

The Cognitive Marketer

Brought to you by KEXINO - https://kexino.com/

LinkedIn: https://www.linkedin.com/company/kexino

Instagram: https://instagram.com/wearekexino

YouTube: https://www.youtube.com/c/Kexino

Threads: https://www.threads.net/@wearekexino

BlueSky: https://bsky.app/profile/kexino.com

Gee Ranasinha public speaking website: https://gee-speaks.com