The value curve


As a young marketing graduate in the 70’s I was given a scholarship to attend  an intensive marketing management program in Boston, run by Harvard professor Jim Hagler.

He changed my life.

One of the many things he rumbled to me (he spoke, but it came out as a rumble) was:

“Son, find out how they intend to stay in front of the curve”

Sage advice.

Marketing is all about staying in front of the curve, the challenge most businesses have is defining the curve.

Most businesses have a choice of curves,  but you cannot be all things to all people, so choices are made.

The price curve

The cost curve

The innovation curve

The Value curve.

It is just this last one that really matters to customers worth keeping. They want value, however they choose to define it.

Whatever else you do, for your chosen group, niche, cohort, or however you choose to define your  ideal target customers, stay in front of the value curve.

Look around you, there is no successful enterprise that is behind the curve.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Customers, Marketing, Small business and tagged , , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s