Blog posts
Differentiation is the key to selling in a tough economy
Great products always have a market. The question is this: What’s the value proposition that makes sense in difficult times? If your product is all about quality, you have two advantages over lesser products:
1. Your product can enhance your customer’s brand
2. You can offer risk-reduction purchasing strategies to your customers.
Both of these differentiators depend on ...
More >Segmentation and the power of focus
The more companies I talk to, the more convinced I become that thinking clearly about the segments you serve is the key to effective marketing.
The value of segmentation is really that it causes you to be objective about the kinds of people who will find your products and services interesting. Objectivity includes understanding the positive and negative aspects of ...
More >Customer relationship innovation
There are many ways to innovate, but one of the most reliable is in the customer relationship. It’s reliable because you can quickly measure the impact of changes in the way you manage the relationship with your customers. You don’t even have to have a brilliant idea—your customers will often provide it for you (if you ask ...
More >Articles
Differentiation drives your business
We are experts at ignoring and tuning out. We especially ignore things that are like other things we’ve seen before. It’s a natural response to the clutter that surrounds us every day. Our brains have learned to look for the new and the different, and to ignore that which is undifferentiated. Most of marketing is about efficiently defeating ...
More >Services
Business Strategy
Strategy is really just another word for intelligent planning of your business in order to maximize value creation and delivery. It can involve re-vitalization of brand; new product plans; expansion into new geographies; and much more.
There are some basic issues that turn up time and again.
- Core competencies – What is my company really good at?
- Sustained advantage – What must ...
Links
- JetBlue: Customer Promise http://www.jetblue.com/about/ourcompany/promise/index.html - A great example of a Customer Bill of Rights. It captures both objective and subjective aspects of the customer experience that JetBlue aims to deliver.
- Interlink Partners http://www.interlink-partners.com/ - Interlink Partners is a boutique consultancy with a track record of results in semiconductors and software. Their focus is on a high-intensity examination of business issues and opportunities resulting in rapid results. The partners bring deep experience in marketing, operations, venture funding, and international business.
