Tag Archives: value

Simplicity Vs mastery of the detail.

Throughout my experience one factor continues to be a foundation for success in pretty much everything I see.  Keeping “it” simple, or “KISS” reduces complication and the potential for misunderstanding, turf protection, and unintended consequences,  and is far better than mastering … Continue reading

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Value adding ratio.

Articulating a Customer Value Proposition, understanding which activities add value to the customer, and which do not,  is core to any successful marketing activity. However, so many CVP’s  I see are a bunch of words dreamt up over a beer, … Continue reading

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Opportunity cost and value

Opportunity cost is a concept well understood, and often used in a theoretical sense, but not often is it translated into something easily understood. In a store just before Christmas, I was tossing up between two brands of domestic coffee … Continue reading

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Leadership and market research

The thing about market research is that it can only elicit responses to the questions that are asked from within the context of what they already know and understand. Innovative solutions are rarely a result of asking a group, or … Continue reading

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About competition.

The scary thing about competition is that someone always loses, even if it is only an opportunity. Many would like to believe that we should all be friends together to save the pain, but outside the public sector, it does … Continue reading

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The 2 parts of innovation.

Usually discussion about innovation focuses on the new stuff, the things that have, or need to change to deliver a changed outcome. During a discussion recently about “green electricity” in Australia, specifically solar power, it struck me that the costs … Continue reading

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Down in the weeds.

Curiosity may have killed the cat, but it is the driver of everything that contributes to improvement. Doesn’t matter if it is improvement in a factory, using the “5 why” tool, or some question, the answer to which advances our … Continue reading

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Sell the problem

Watching The Gruen Transfer a couple of weeks ago, one of the panelists quoted one of the oldest adages in marketing, ‘Sell the problem” as if it was a revelation. Fact is, addressing the problem is often forgotten as marketers … Continue reading

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Instinct Vs analytics

We all find ourselves dealing with ambiguity, preconceptions, vested interests, status quo methods, and often hubris as we set out to consider options in any management situation. In these circumstances, we usually mix quantitative data with what we know, and … Continue reading

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PowerPoint fatigue.

PowerPoint, the Microsoft program has become such a part of the daily regime of sharing information sharing that it has impacted on the way we communicate, and it has its detractors, of which I am one. Some time ago, I … Continue reading

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Value, not just price.

Commodity markets have two things in common: There is plenty of business to go around, that is why it is a commodity market. In a mature, saturated market, the challenge is to attract some of the business that is around, … Continue reading

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“Values”. What does it mean?

“Values” is a widely misused term, one that is often a key break out subject at the annual senior management off site session, subject to sage pronouncements, then usually ignored. Having participated, and more recently facilitated many of these sessions over … Continue reading

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The Demand camps and freemium

Demand for a whole host of products appears to be splitting into two camps, the price sensitive camp, and the risk averse camp. What other explanation can there be of the situation where you find people willing to pay for … Continue reading

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The fad and fact of transparency.

Suddenly, post GFC, transparency has become a buzz-word. Regulators are calling for “transparency” in financial products, shareholders (and regulators supposedly on their behalf) are calling for “transparency” in executive remuneration schemes, and so on.  Those of us who have been … Continue reading

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Nothing like free mailing.

At an industry round table a short time ago, a general conversation was bouncing around amongst a bunch of relatively senior executives about the uses their businesses had made of the internet as a marketing and communication tool. Few were … Continue reading

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Marketing has changed, have you?

# There is no longer a “mass market” in every market, so mass marketing usually leads to mass wasted resources. # Most customers who may be in a market are no longer anonymous, they can be “connected ” with individually. … Continue reading

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Too few marketers.

Brands take years, often decades of work, investment, and insight  to develop, but they can be destroyed in the blink of an eye. In channels where there is an imbalance of power between links in the supply chain, such as … Continue reading

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Good news and bad for sales professionals.

 Selling is a tough job, and getting tougher, as the number of ways a potential customer can purchase expand with the web, and consumer confidence is fragile, despite the stunning Australian figures a couple of days ago. No longer can … Continue reading

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Word of mouse.

It used to be word of mouth, it still is in its essence, but the need for face to face contact has been removed by the emergence of the web tools now in front of everyone. Ideas spread on the … Continue reading

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Operational Efficiency Vs Productivity

These terms are often used interchangeably, often in my experience muddying the waters in situations where clarity is required. Efficiency is all about how well you use the status quo, productivity is more about how you leverage gains to be … Continue reading

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