For over two decades, Tracy Lovatt has helped brands build transformative insights by challenging assumptions and embracing the chaos of tectonic cultural shifts. 

After starting her career at BBDO, where she guided brands like HBO, GE, Bank of America, Hyatt Hotels, PepsiCo and many others, Tracy eventually stepped away from advertising to start Batten & Co, where she now helps brands connect the dots between insights, operations, and the customer experience.

In this episode, Tracy talks about the power of sarcasm to disarm people and she shares her candid approach to uncovering insights that matter.

Some of my favorite aha moments from our conversation include:

• The surprisingly different ways men and women talk about engagement rings
• The power of deprivation studies to get consumers to open up emotionally 
• What she’s learned from the Medicis when it comes to inspiration and new ideas
• The surprising impact a British accent can have in American boardrooms
• A memory she had of our first encounter (that made me blush)

Show Notes:

Below are links to books, shows, and other inspiring ideas that came up during our conversation.

Books:

This is what it sounds like: What the music you love says about you (by Susan Rogers)

Musicophilia: Tales of Music and the Brain (by Oliver Sachs)

Shows & Movies

I’m Still Here Trailer

The Last of the Sea Women Trailer (Apple TV)

Brands & Campaigns

GE - Ideas are Scary

Ffern (Fragrance brand)

Ground Up (Nut butter brand)