2423 Posts Found

Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world’s 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment … [ Read more ]

Content: Book | Author: Jim Stengel | Subject: Marketing / Sales

Companies are being overly responsive. They’re listening to every tweet and every Facebook post and basically saying, “The customer is always right; what are we going to do?” I’m all in favor of discrimination in the marketplace. Let’s give extra attention to the high-value customers. The other ones … have to live with it. It’s very important for a company to focus on the right … [ Read more ]

Content: Quotation | Author: Peter Fader | Source: Knowledge@Wharton | Subjects: Customer Related, Marketing / Sales

Understanding how the invisible hand of time is driving customer behavior will provide massive opportunities to innovate for new value and capture customer loyalty in the Inattention Economy. But the innovations around time and attention aren’t just limited to new products and services. Building a strategy that will carry you forward requires continually thinking about customer filters and attention ecosystems.

We all are going to be … [ Read more ]

Content: Quotation | Author: Adrian C. Ott | Source: Ivey Business Journal | Subjects: Attention, Marketing / Sales, Strategy

“Big data” can drive competitive advantage if companies follow a few timeless principles.

Content: Article | Author: David Meer | Source: strategy+business | Subjects: IT / Technology / E-Business, Management, Market Research

Simply asking “what job is the customer trying to get done?” can be a powerful way to enable innovation, because it forces you to go beyond superficial demographic markers that correlate with purchase and use to zero in on frustrations and desires that motivate purchase and use.

Seductive simplicity hides a rich, robust set of opportunity identification tools. Through our experience utilizing the “jobs-to-be-done” concept in … [ Read more ]

Content: Article | Author: Scott Anthony | Source: Harvard Business Review | Subjects: Innovation, Marketing / Sales

To develop authenticity, marketers must learn to connect with the consumer as a whole person, including those drives and motivations that were formerly considered irrelevant to product consumption. One useful body of work for this is the four-drive motivational theory developed by two organizational science professors at Harvard Business School, Paul R. Lawrence and Nitin Nohria. In their book Driven: How Human Nature Shapes Our … [ Read more ]

Content: Quotation | Authors: Emily Falk, Mary Beth McEuen, Matthew Egol | Source: strategy+business | Subject: Marketing / Sales

Commentary influences culture, which influences what we consume, which is influenced by what is actually out there in the market. If you can shift one of these elements you can actually create a new market.

Content: Quotation | Author: Mukti Khaire | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Innovation, Marketing / Sales, Miscellaneous

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New research shows that seeing all your options at once makes you happier with the choice you make.

Content: Article | Author: Baba Shiv | Source: Stanford University | Subjects: Marketing / Sales, Organizational Behavior

You can’t spend wisely unless you understand marketing’s full impact. Here are five questions executives should ask to help maximize the bang for their bucks.

Content: Article | Authors: David Court, Jesko Perrey, Jonathan Gordon | Source: McKinsey Quarterly | Subject: Marketing / Sales

How do you find out how much your customers will pay? It’s simple: Ask them. Of course, you can’t ask customers directly how much they are willing to pay — they’ll likely shade the truth (by giving a lower price) to their benefit. That said, there are a variety of ways to better understand how your customers think about your price. In my work, I … [ Read more ]

Content: Article | Author: Rafi Mohammed | Source: Harvard Business Review | Subject: Pricing

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A reactivation campaign consists of emails designed to get “lost-cause” subscribers reading your newsletters again. The three basic types of reactivation campaigns are the cut-off, the survey, and the special offer.

Content: Article | Author: Denise Keller | Source: MarketingProfs | Subject: Marketing / Sales

Having been in the sales training business for more than 30 years, we have seen all manner of sellers; strong performers, average sellers, and those who just don’t make the grade. But behind all of this has always been the debate as to whether sales is an art or a science, almost to suggest that for some, sellers are born and not made.

The intent of … [ Read more ]

Content: Article | Author: Jim Holden | Source: ChangeThis | Subject: Marketing / Sales

Pricing is critical, and short-changing your pricing strategy is the fastest way to leave cash on the table—money that will be lost forever and never recovered.

So after that initial spark of innovation and the completion of the design, development and marketing phases that follow, don’t screw up the process by treating price as an afterthought. Have you spent as much time and resources on price … [ Read more ]

Content: Article | Author: Patrick Lefler | Source: ChangeThis | Subject: Pricing

A message map is the visual display of your idea on one page. It is a powerful and tool that should be a part of your communication arsenal. Building a message map can help you pitch anything (a product, service, company, or idea) in as little as 15 seconds. Here is the three-step process to using a message map to build a winning pitch.

Content: Article | Author: Carmine Gallo | Source: Forbes | Subjects: Entrepreneurship, Marketing / Sales

As the ability to gather sophisticated data grows, here’s a four-step process for making segmentation drive improved performance.

Content: Article | Author: Corey Yulinsky | Source: strategy+business | Subjects: Management, Marketing / Sales

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Why mere potential can be more impressive than actual achievement.

Content: Article | Source: Stanford University | Subjects: Career, Marketing / Sales, Organizational Behavior