{"id":18755,"date":"2020-08-19T13:00:06","date_gmt":"2020-08-19T19:00:06","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=18755"},"modified":"2022-05-31T05:02:40","modified_gmt":"2022-05-31T11:02:40","slug":"a-message-from-chris-harrison","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/fullcontact-news\/a-message-from-chris-harrison\/","title":{"rendered":"Looking to the Future: A Message From Chris Harrison"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Today, I\u2019m pleased to publicly accept the role of CEO of FullContact. I greatly appreciate the opportunity given to me by Co-Founder Bart Lorang and the Board of Directors to lead this fine company. Bart made tremendous sacrifices to get this company to where it is today, and I\u2019m lucky not just to have worked with him, but to also have made a friend in him.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To the entire organization at FullContact, I appreciate their acceptance and I\u2019m lucky to be part of their team.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a privilege to lead a fine group of senior leaders, that live up to our corporate value of being \u201c<\/span><b>awesome with people<\/b><span style=\"font-weight: 400;\">.\u201d As we build the future, we\u2019ll do so together. I\u2019ve been given the honor of leading, but also to exemplify who and what they are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I think fixing identity in MarTech and AdTech is important. I\u2019ve written about this before, but I think it\u2019s worth repeating, <\/span><span style=\"font-weight: 400;\">we all want to be treated as individuals. Marketers refer to people as \u201ctargets\u201d or \u201csegments\u201d (I\u2019m as guilty as anyone), but I think that this has reduced humanity in marketing. As a brand, people don\u2019t buy from you out of altruism, but out of expected value exchange. We are <\/span><b>real people<\/b><span style=\"font-weight: 400;\"> with desires, some big and some small. We want control of our lives. We want to work with businesses that we trust and add value to our lives. We want rewarding experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Successful brands engage with their customers as real people, not as statistics, and not as clicks. FullContact, along with an affiliation of other like-minded companies, is defining new and modern ways to identify and connect to your customers. This is required to gain an understanding of what your customers\u2019 desires may be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Companies need to be in control of their brand ethos and their brand\u2019s <\/span><b>real-time<\/b><span style=\"font-weight: 400;\"> experience with their customers. You cannot cede that responsibility to other entities or platforms. The experience with your brand is your product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the foundations of using data that we collect to understand customers are changing.\u00a0 You have to ensure you\u2019re balancing your commercial interests with the best interests of the real people you are engaging with. Privacy, security, and <\/span><b>real control <\/b><span style=\"font-weight: 400;\">by brands and consumers are necessary pillars of the <\/span><span style=\"font-weight: 400;\">new foundations<\/span><span style=\"font-weight: 400;\"> of MarTech and AdTech.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I think it will take a company like FullContact to address identity challenges. There are financial incentives for incumbent MarTech and AdTech providers to maintain the status quo. It\u2019s <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Shirky_principle\"><span style=\"font-weight: 400;\">Shirky\u2019s principle<\/span><\/a><span style=\"font-weight: 400;\">: <\/span><i><span style=\"font-weight: 400;\">&#8220;Institutions will try to preserve the problem to which they are the solution.&#8221;<\/span><\/i><span style=\"font-weight: 400;\"> Sell more dat<\/span><span style=\"font-weight: 400;\">a. Sell more media. Accuracy in recognizing real people and giving control back to brands and consumers diminishes the incumbents\u2019 returns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are forces of change that demand adaptation, though. Changes in regulations, changes in consumer sentiment, economic changes, and MarTech &amp; AdTech innovations force people and companies to question the status quo. In upcoming blog posts, I\u2019m going to address these <\/span><b>4 Forces of Change<\/b><span style=\"font-weight: 400;\"> further.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, I want to reiterate how excited I am to lead the FullContact team and establish it as the premier Identity Resolution provider. I\u2019m honored to be part of something bigger in the marketing space that institutes more transparency and balances brand and consumer interests.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s change the foundations together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thank you,<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chris Harrison\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CEO, FullContact<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, I\u2019m pleased to publicly accept the role of CEO of FullContact. I greatly appreciate the opportunity given to me by Co-Founder Bart Lorang and the Board of Directors to lead this fine company. Bart made tremendous sacrifices to get this company to where it is today, and I\u2019m lucky not just to have worked [&hellip;]<\/p>\n","protected":false},"author":111,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","seoaic_article_subtitles":[],"footnotes":""},"categories":[640,42],"tags":[5795,5796,5797,5798,5799,5800,647,290],"class_list":["post-18755","post","type-post","status-publish","format-standard","hentry","category-privacy","category-fullcontact-news","tag-real-people","tag-real-control","tag-real-time","tag-identity-challenges","tag-4-forces-of-change","tag-innovations","tag-chris-harrison","tag-identity-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Looking to the Future: A Message From Chris Harrison | FullContact<\/title>\n<meta name=\"description\" content=\"Today, I\u2019m pleased to publicly accept the role of CEO of FullContact. 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