Posts filed under ‘management’
“No business plan survives its first contact with customers.” – Steve Blank
Want to learn more? Here’s an explanation of the business model canvas by Alex Osterwalder.
When was the last time you had an impartial, dispassionate assessment of your marketing program?
Sorry, this is a trick question.
You get a dispassionate assessment every time a potential customer takes a look at one of your ads or reads one of your brochures. Every time an editor scans a press release or one of your own sales reps decides to use (or toss) another piece of collateral.
Unfortunately, none of these people is likely to volunteer an honest appraisal of your work—yet their honest appraisal is (should be) monumentally important to you as a marketer. (more…)
Or, the true value of instinct vs. market research… (more…)
I saw an interesting piece on yesterday’s CBS Sunday Morning … “Live alone? You’re not alone.” It said that, “Roughly four out of ten households are single-person homes, in cities like Seattle (42 percent), San Francisco (39.7 percent), Denver (40.4 percent), and Cleveland (39.9 percent).”
“So who are these wonderful people? Well, one-third (34.5 percent) are 65 or over, and about half (48.3 percent) are between 35 and 64. And the women (17.2 million) outnumber the men (13.9 million).”
One of the people interviewed for the story called single people “indispensible.”
“They go out into the world like no one else does and spend time and money in bars and restaurants, in cafes, in gyms, in clubs,” he said. “They’re the ones who are most likely to go to public events – book readings, art classes, all kinds of public activities that give life to city streets.”
Interesting from many perspectives, but I see it as a marketer. How about you? How will this knowledge affect your marketing strategy?
From a recent Linkedin conversation on the “ownership” of brands…
I recently read a speech given by Ken Chenault, Chairman and CEO of American Express, which he delivered to the Economic Club of Boston several years ago. The topic was the power of brands and in it I thought he made a very interesting point about the internal value of a brand driven culture.
“Because there is a strong understanding of our brand across our employee base, we’re able to have a principles-based management process rather than a rules-based process.” Mr. Chenault goes on to describe AE’s employee proactive response to the news about the Asian tsunami of 2004.
Customer service reps proactively reviewed card and travel related transactions and found 10,000 card members/clients likely still in the impacted area. Those reps placed calls to card members to see if they were all right or needed any kind of special assistance. If help was needed, the reps replaced cards, rebooked travel, and more to meet the needs of the cardmembers. All without management direction.
Some are. Some aren’t. Are you?
Ken Sethney [marketing coach]