Important lessons from my conversation

Robert Stephens was quick to say he was tactical. "What's the problem you'll solve?" Implied in that is how would I specifically make or save the Geek Squad and Best Buy money.

The value proposition I presented of performing ethnography or in-context research within customers' homes or within stores was not compelling.

His response was that Best Buy had more than enough "data", and that Apple doesn't do consumer research. Even if I'm kind and could say that "data" is actually valuable insights, I think that would be difficult to stack up to the problems he faces everyday of "creating solutions" and "implementing change" within a corporate structure.

I need to take my own advice. Below, I argue against brands using what I call a "message push" strategy on twitter and other social media.

Best Buy's Twelpforce is a good example of solving people's problems. It's not enough to be relevant and get noticed. Specifically, what problems could I solve? Adding value to the process is not enough.

I should have spoken to others within Best Buy corporate before reaching out to Robert. Knowing that the Geek Squad does not have the budget nor the structure to perform research would have been valuable.

Instead of spending so much time dissecting Best Buy's financial statements to understand the Geek Squad's contribution, I should have visited more Best Buys and interacted with Geek Squad Agents.

Finally, admiring the Geek Squad's storytelling and branding efforts through my advertising background does not answer what is the next scene in the Geek Squad's unfolding narrative or screenplay.