Richard Thaler was jolted awake by an early-morning phone call from Sweden. Over the days and weeks that followed, he was flooded with felicitations—e-mails, phone calls, media requests— leaving him more than swamped. The caller from Sweden told Thaler he had won the 2017 Nobel Memorial Prize in Economic Sciences for his research in behavioral economics. “Nothing more between now and the prize,” Thaler wrote two weeks after yet another request on his time, declining an interview to talk about how his nudge theory influences marketing.

Thaler is busy, caught in the surreal muck of a career-defining victory, but his wake-up call from Sweden should serve as a wake-up call for marketers to learn about his work and field of research. Thaler’s nudge theory carries serious weight in marketing, says Joel Rubinson, founder of Rubinson Partners and former chief research officer at The Advertising Research Foundation. “You can’t be in a meeting and say, ‘I never read [Nudge],’” Rubinson says with a chuckle.

Everyone gets nudged. If you weren’t nudged by this story’s headline to read on, then perhaps you were nudged by a snack wrapper, imploring you to pick up, unwrap and devour its salty-sweet contents. Perhaps you were nudged by a mobile notification: Respond to a friend request, tip your rideshare driver or—hey, it’s raining—order some delivery food.

 

Rock Stars

Eric Danetz, AccuWeather’s newly installed chief revenue officer, picked up the phone and contemplated the climate. This was autumn in New York, yes, but with highs straddling the upper 60s, the afterglow of summer lingered like a lover’s fragrance, keeping the puffer vests and fiery foliage at bay. As always, Danetz took the weather in stride.

“The weather is always good at AccuWeather, my man,” he says. “Today is partly cloudy, and we’re gonna have some showers later today and early tomorrow, but otherwise not so bad. It’s going to be a potentially record-hot Sunday.”

The ease with which he rattles off the forecast is not innate. Danetz is new to this job, but he first used AccuWeather 27 years ago as a fresh-faced intern at ABC TV network’s flagship station in New York City. There, he crunched meteorological data for the station’s weatherman, Sam Champion, who would go on to report for “Good Morning America” and anchor shows on The Weather Channel.

Now, decades later, Danetz’s tenure as an AccuWeather employee spans less than four full seasons. But he’s already drawing on a long career in news to steer AccuWeather’s public-facing offerings toward a premium media outlet. He came to the company by way of Time Inc., CBS, McGraw-Hill and the Daily Beast. The new gig pairs him with another Daily Beast alum, Bill McGarry, and teams him with Deirdre Daly-Markowski, one-time executive director of digital at Hearst. That’s a lot of media moguls to report cloud conditions.

The staff starts to make sense when you look at the audience. AccuWeather claims a daily digital reach of nearly 2 billion users—put another way, as many users as Facebook. But whereas Facebook’s audience gathers on the central Facebook platform, Danetz says AccuWeather’s users are counted from a host of media channels that use AccuWeather.

“We provide forecasts for nearly every location in the world,” Danetz says. Users access AccuWeather on smartphones, tablets, desktops, TVs, radio stations and newspapers. They can even view AccuWeather’s own TV network on Verizon Fios. “If you go into Westfield Mall, or you’re downtown, here in Manhattan, you’ll see digital displays from us,” Danetz says. “If you’re in an elevator, there’s a company called Captivate [that broadcasts information in the car], and the weather on those screens is from AccuWeather. … It’s a tremendous footprint. I’m not going say we’re the size of Facebook in terms of branded usage, but in terms of people who are engaging with our content on a daily basis globally, it’s that big.”

Any content producer claiming to connect with billions of users is likely to draw attention from the ad market. AccuWeather is no exception. But digital displays in elevators and outdoor Manhattan only capture viewers’ attention for a few moments in transit. Danetz and others in AccuWeather’s newly assembled brain trust don’t just want people to check AccuWeather, they want them to experience AccuWeather. “We want to provide video. We want to provide immersive content so that they’re spending more time [with us].”

Part of AccuWeather’s strategy to cultivate brand loyalists is its enhanced app. It displays temperature, but so does the Apple widget that’s standard on every iPhone. Very sleek. Very sterile. Very Cupertino, California. “It’s basic for a reason,” Danetz says of Apple’s offering. “Apple wants it to be basic. They don’t want you there, they want you in the App Store.”

 

Rock Stars

  1. “One [year old]. Wear ’em out. Otherwise mine run in circles in the living room…”
    ~ Katherine M.
  2. “Ditch the stroller, and get a wagon that they can climb in and out of after the age of three. Then you can put things you may need in it, too.”
    ~ Kristen M.
  3. “I think it’s important to teach your child to be independent at an early age. Being obese is an issue in the US and if your kid can walk, they should.”
    ~ Melissa A.
  4. “I happen to be a firm believer in [using a stroller], for a few reasons:
    You know where your kids are.
    It may prevent child abduction.
    Little legs get tired of walking.
    You can hang your bags on the handles.
    You can continue shopping while they nap.

    There are always going to be negative comments. Do what’s best for you.”
    ~ Susan R.

  5. “Once you’re going to Pre-K at four, you’re a little too old for a stroller. However I’d probably use a stroller for my five or six-year-old in Disney because that’s a lot of walking on some little legs.”
    ~ Kristin C.
  6. “It’s lazy not to teach your kids how to walk without a stroller. I still say bring it just in case your little one gets tired of walking, but every child should get to walk on walks.”
    ~ Lori M.
  7. “So I shouldn’t be putting my 10 year old in the stroller anymore? Just kidding. Depends on the stroller, child and where you’re headed (like how much walking you’ll be doing). I liked having the stroller when they still weren’t potty trained so you had a place to carry all the diaper changing things.”
    ~ Kerry L.
  8. “Depends on the child, the child’s physical ability, the need for security and the distance.”
    ~ Kayla D.
  9. “Just like every family’s needs are different, there is never any one age that is right for every family.”
    ~ Ashley C.
  10. “For a stroller, I say between two and three. After that, when you need to do a lot of walking (like at the zoo or amusement park) it’s time to get a wagon. It’s not just about the judging looks from others; it’s more about giving your child the independence they need. The wagon allows the choice of walking or riding but with the stroller they are strapped without much of a choice.”
    ~ Tonya R.
  11. “In 18 years of being a nanny, I’ve never had a kid willing to ride in the stroller beyond the age of two. Most of my charges have wanted out as soon as they could walk. If they want to walk, I let them. They usually build up quite a bit of stamina by the age of two if they’ve been walking for a year. I take the stroller in case they get tired for a while, but it becomes a pain.”
    ~ Brandy Anne L.
  12. “My son stopped using a stroller at one and a half. The rare times he does use it are when he’s sleepy or if we have amusement park fun.”
    ~ Jazha C.
  13. “Generally around four I drop the stroller, but always go with the parents’ desires.”
    ~ Lindsey R.
  14. “It all depends on the child. I would say if your child can walk, listens to you and doesn’t stray away from you often, he/she is too old for a stroller.”
    ~ Kayla B.
  15. “Three, maybe four…depending on the size of the child.”
    ~ Jackie H.
  16. “I would say when they first start walking keep a stroller and use it when they get tired (it also depends on where you are going). I personally think five is too old. My niece is four and has not used a stroller since she was three and a half… if you let the kid stay in the stroller too much, how can you let them learn to listen? Kids listen if their parents are putting the work in to get them to listen. Also if a kid uses a stroller too long I think it creates laziness.”
    ~ Ashley H.
  17. “One — It depends on the stroller. There are all sorts of sizes/models.
    Two — A baby should not grow out of a stroller but a toddler or young child would. Three — Some kids require a stroller even if they are too old/big for them. Those kids usually are what we call runners.”
    ~ Corey C.
  18. “Three to four [years old]. If you’re going somewhere where there is a lot of walking and it’s going to be hot, I say let your five to six year old ride in one. It’s just for the day. But even a three year old wants to walk and explore sometimes. Don’t always buckle them in, let them feel the grass and look at stuff. Don’t rush!”
    ~ Megan P.
  19. “I think it depends on what you’re doing. Like going to Disneyland — I’m not going to make my four year old walk all day. Or going to the mall — it’s way easier to have one for those kinds of things. But to use a stroller every time you go somewhere, in my opinion, is not ok. My daughter loves to walk and that’s because I stopped using one when she was three. It’s not needed. She can walk; that’s what her legs are for.”
    ~ Shannon L.
  20. “Some kids get tired easy it is just the kid. A six year old may need a short break if it is a long day. No need to judge.”
    ~ Jilene L.

 

 

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 Remember Why You Are on Instagram

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Brad Burton is an English entrepreneur, the founder and managing director of the international business networking group 4Networking. He is the author of four business books and is hired as a motivational speaker.

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DR RAJEEV GUPTA

Dr Rajeev Gupta is qualified as medical practitioner in 1981 doing MBBS and have done post-graduation MD in paediatrics. I have practised medicine for decades before realising that there is more potential in medical science for healing than just treating with medicines. He has realised that there is more in dealing people than talking as a doctor. He has done MRCP (UK) and FRCPCH and have been practising as Consultant in National Health Service (NHS).

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SIMON WESTON CBE

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Simon Weston CBE is a veteran of the British Army who has become known throughout the United Kingdom for his recovery and charity work after suffering severe burn injuries during the Falklands War.

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ANN DANIELS

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