Posts Tagged ‘value’
Consumers Don’t Just Want Better Products, They Want Better Narratives
Sixty years ago, when the world was smaller, people wanted to pay once for something and for the thing to last. We transitioned to an era where we no longer knew as much about the provenance of a product. That fact changed our perception and expectations of quality. We were a little more forgiving as…
Read MoreWho First?
The realisation of an opportunity to solve a problem for a specific group of people is at the heart of every business success story. Sometimes the potential customer already knows their problem or need exists, but often they are not actively looking for a solution. It’s hard to give answers to people who are not…
Read MoreThe 12-Word Business Plan
Have you ever struggled to illustrate or articulate how your business or idea creates value? This 12-word framework is the simplest way to do it. Take a look at how we could map Blue Apron’s business plan using the 12-word framework. Blue Apron’s 12-Word Business Plan OPPORTUNITY People want to eat healthy, home cooked meals,…
Read MoreWhat Is A Strategy?
In business, we use words that are designed to help us to better understand, articulate and achieve our objectives. Often those same words end up doing exactly the opposite. ‘Strategy’ is one of those words that can tie us up in knots if we allow it to. Imagine you’re on a riverbank. The place you…
Read MoreA Question Of Tactics
When marketers had no choice but to pay thousands of dollars each year for print, TV or other forms of conventional advertising they had to discern which media to invest in and why. The good ones had a strategy. The rest dabbled. In a digital world though, it seems like every day there’s another opportunity…
Read MoreMarketing Inversion
When Amazon.com was still in its infancy, Jeff Bezos, the company’s founder and CEO had this to say; “In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” Shouting brought us Pop Tarts, Alka Seltzer…
Read MoreTrust Vs. Hype
Malcolm Gladwell announced his new podcast last week. Before the first episode even aired it had jumped to #2 in the iTunes charts, topping long established shows like This American Life. It’s not just Gladwell’s record for writing bestsellers that’s driving people to the podcast. It’s that we trust him to produce nothing but great…
Read MoreGetting On Your Customer’s Radar
Many brands believe the biggest challenge they have is creating more brand awareness. If they could only get on the radar of potential customers then many of their problems would disappear. And yet brands like Macy’s and Ralph Lauren that have built awareness for decades are struggling to remain viable. Their biggest problem isn’t getting…
Read MoreIt Matters
The sign had been hastily scrawled in blue biro. The letters gone over and over again to make them more visible to the passer-by. A short cut, that in the end didn’t give the benefit of a short cut at all. It matters that your investment in recruiting doesn’t stretch to buying a sharpie to…
Read MoreThe Heart Of Customer Loyalty
Despite everything we know about the benefits of fostering customer loyalty, most of our marketing is designed to change what people think or do in the short term. We change the label from white to yellow to get a millisecond more attention. We offer discounts on product lines we want to shift and when we…
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