Posts Tagged ‘value’
10 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 MoreWhich Would You Choose?
If you could only pick only one of the following, which would you choose? 1. Would you like more people to know about you, your product or service? OR 2. Would you like your existing customers to be blown away by you, your product or service? Awareness doesn’t always scale. But creating difference for your…
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…
Read MoreThe New Consumer Relationship
In the days before self-service shopping and before every home had a fridge, the responsibility for daily grocery shopping fell to women. The consumer was someone who came to passively buy what was on offer. While a 1955 focus group could persuade Birdseye to make fish fingers from cod rather than herring—that was where the…
Read MoreWhat Lens Do You Use?
I’m a huge fan of Human’s of New York. It’s the kind of generous and rare content on the Internet that makes you grateful, sad and optimistic all at once. Brandon (lying down in the photo above because he is 6’4″ and always wants to get down to the level of his subject), will happily…
Read MoreTwo Simple Questions Most Content Marketers Forget To Ask
For fifty years marketing was all about pushing. We used advertising to get us closer to our end goal—which was more sales. Today marketing is more about drawing people closer. We use content (amongst other things) to help us build relationships with potential customers. And yet sometimes we forget that we’re no longer marketing like…
Read MoreHow Are You Creating Value?
Think about your favourite airline or a product you use every day and the supermarket you feel most comfortable shopping at. Now think about why you keep going back. What is it that this business delivers? The airline most likely sells similar seats, with average legroom, at around the same price as their competitors. The…
Read MoreWho Is Responsible For Seeing Your Customers?
When I worked in the stock control department at Tesco thirty years ago, I was partly responsible for making sure there were enough tins of soup available to be bought by the customers who would walk up and down those supermarket aisles the following week. There were people in charge of making sure that shelves…
Read MoreHow Great Products Are Born, Not Made
When you’re designing a product or service it’s easy to believe that making it the best in the world is what gives you a competitive advantage. But the thing about ‘best’ is that it’s subjective. ‘Best’ isn’t determined by you, it’s your customers and users who decide. The truth is that people don’t fall in…
Read MoreWhat Will Change Once The Word Gets Out?
On the day after ‘the word gets out’ about your product or service, will you have a thousand news followers on Twitter? Will the kingmaker call? Will your inbox have ten new client leads? Will your stock be flying off the shelves? Will your business be better? Will your bank balance be healthy enough then?…
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