VanillaJodphurs*

The Big Thinkers

I had dinner with a long lost friend and colleague from Stockholm last night who happens to be an expert in market research. It made me think of how far business intelligence have moved since the mid naughties... If you’re looking for a little inspiration on how to understand your market – let me introduce you to one of the most illuminating social change trackers. First in my series of big thinkers is Jonah Lehrer.

WHO HE IS: Neuroscience populariser.

WHAT HE SAYS: Neuroscience is hot, but its academic pioneers aren’t known for accessible books. So Lehrer makes it on to my list as a proxy for a whole topic. But, he’s a smart proxy, bringing together available information on decision making processes and giving it a topical spin: why the financial crisis happened despite human loss aversion, for instance.

WHY IT MATTERS:  It helps us marketers conduct neuromarketing research of course, and Lehrer will help us understand how the human brain works. WHAT TO READ:  How We Decide.

My Rhetoric Pin Up

Since the Democratic convention in 2000, when his accreditation 'barely granted him access to the men's room', Barack Obama has proved himself one of the great political orators, seamlessly combining complex argument with poignant personal reflection. As the world awaits today's inaugural address, Simon Schama introduces highlights of the new president's finest speeches. I can't wait for columns of hyperbole to come. For your instant linguistic fix of today: Read the extracts from Obama's speeches:
2002-2006| 2006-Feb 2008 | Feb 2008-election night

Almost President Obama

Expect Obama-mania in the media over the next couple of days as Inauguration Day approaches – ‘the nearest America will come to a coronation,’ as one wag has put it. In tomorrow’s GuardianG2 section will feature excerpts from a selection of speeches by Almost President Obama.

I don't know about you but I can't wait! In the meantime we can look at the pictures...

INSPI(RED) IDEAS

Today is World AIDS Day. Buying (RED) products saves lives: it's as simple as that. (www.joinred.com). Remember (RED) when you're writing your wishlist or considering the perfect gift for your loved ones. Your choice can change somebody's life.

The statistics say it all: 33 Million people on the planet currently live with HIV and AIDS; 4,100 people die of of AIDS-related conditions. And that number is growing. Yet AIDS is a preventable and treatable disease. It costs just 20p (0.30 Euros) to fund the two daily antiretroviral pills needed to keep alive someone with HIV, however 70% of the people in sub Saharan Africa live on less than £1 (1,5 Euro) a day and cannot afford them. That's where (RED) comes in. (RED)s primary objective is to engage the private sector in raising awareness and funds to help eliminate AIDS in Africa. Companies such as GAP, Apple, Armani, American Express whose products take on the (RED) mark contribute a significant percentage of the profits from the sales of these products to the Global Fund , the world's leader in providing programmes to fight AIDS, with the focus on of the health of women and children. Since 2006 $113 million (£90 million) has been generated by (RED) benefitting more than 2 million people. If enough consumers buy (RED) products, those with AIDS will stay alive longer and be able to take care of their families, contribute to their communities and live a fuller life. Melinda Gates also supports (RED) and the Gates Foundation's work in saving millions from dying from AIDS with a mind boggling £11.6  ($17.3) Billion donated.

Mad Martha Running in Mexico

I have an amazing friend called Martha - not only is she an amazing mother of three she also refurbished her cottage whilst being in training for a 100km run in Mexico to raise awareness of those suffering Motor Neurone Disease. Martha is flying to Mexico tomorrow morning to run in the dessert covering the entire distance in 4 days - Mad or Amazing? I know what I think. To find out more or to sponsor Martha.www.justgiving.com/marthablackwell.