Posts Tagged ‘competition’
How Value Is Created
Value is created at the intersection of the customer’s worldview and your understanding of how your product meets that. If that’s hard to get your head around think about plugging a real world example into the model. Customer’s Worldview: Branded razors are expensive. The quality doesn’t reflect the price that I pay for them and…
Read MoreClever Marketing
Do you remember those TV ads that succeeded in interrupting or engaging us for sixty seconds? That’s what we used to call clever marketing. Today, clever marketing is no longer about creating the best advertising campaign, it’s about understanding your customer’s worldview and how they want to feel—then delivering on that. Clever marketing creates value…
Read MoreTwo Important Characteristics Of Successful Innovations, Products And Services
Successful innovations always start with the customer’s story. The products and services people use AND keep coming back to, create a change in that story. There is life before the product or service existed and a different life after. And so if follows then, that we succeed by thinking less about what we’re creating, and…
Read MoreThe Most Important Marketing We Do
Do you remember that time when the popular kid pushed you back into line and told you to and wait to be picked, or the day when your teacher told you not to speak up? Will you ever forget the moment your boss told you that you should suck it up, or the night when…
Read MoreThe First Step To Building A Marketing Campaign
As marketers we tend to get lost in the tactics like designing flyers, scheduling tweets and growing a Facebook following—this makes us forget the more important stuff. A campaign by definition is “a systematic course of aggressive activities for some specific purpose”. The following is hard for you to hear and so it’s hard to…
Read MoreSix Things Focus Groups Won’t Tell You
If you’re a fan, you may remember the scene in Mad Men where Peggy—fairly new to the job, joins the other girls from the typing pool in a lipstick testing experiment. All the while the ad executives are secretly looking on and taking notes from behind a two way mirror. The ad guys were smart…
Read MoreThe Misleading Advantage
The little gelato place down the road from us is dying. For three years straight they were the only good enough ice cream place in the boat harbour. The lack of competition meant that they could steadily increase their prices from $3.80 per scoop to $5.80 while continuing to staff the store with young, casual,…
Read MoreClose, Closer, Closest
Twenty years ago geography mattered. When there was one grocer in every suburb there was always enough business to go round. Close was an advantage. It’s easy to believe that because digital has dissolved borders, that it has simultaneously diluted advantages. But being close has taken on a whole new meaning. Closer has become more…
Read More10 Characteristics Of Disruptive Innovations
Any one of a number of giant companies could have been first to market with a bagless vacuum cleaner. They all knew that their cleaners lost suction when dust bags became full. They also knew how their customers wrestled to empty dust bags while being enveloped by the dirt they’d just sucked up out of…
Read MoreWhere Are The Holes?
It’s hard to be objective when you evaluate your competitors. When you’re feeling vulnerable there is a tendency to think about all of the things your competitors are doing right and how you don’t measure up against them. The irony is that opportunities are realised and groundbreaking ideas are brought to life by doing exactly…
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