Archive for Marketing Plan
Lean Marketing – Map Current State
Posted by: | CommentsSimply
put, you cannot determine how to get somewhere without knowing where you are at.
In a previous post on Lean Six Sigma marketing-Explore , I had stated Explore, the data to identify a cause and effect relationship between variables, was the 3rd step in building a Lean Six Sigma marketing process. I also stated that in the Duct Tape Marketing planning system that the Remarkable Story and Product or Service Innovation coincided with the definition of Explore.
I think this is one of the most powerful tools but is the least understood. Establishing a baseline or as it is so well put in Michael Kennedy’s book Product Development for the Lean Enterprise : “The root issues must be understood from two perspectives: what is causing them and what stands between how things should be and what they are. Failure to understand will result in widespread wishful thinking and superficial solutions.”
There is a true art to mapping and takes quite a bit of work to become proficient. However, utilizing Marketing Plan Pro will allow you to build that current state of your organization and your product or service. It is important to precisely know where you are at and be able to define that to your customer.
Cost of Quality
Posted by: | CommentsCraig Crook was Joe Dager’s guest on my show Connecting Your Passion. Craig’s company is a Learning Center and as Craig calls it -Learning faster than your competitors is the only sustainable advantage. What is the cost of Quality?
Evolution of Best practice
Posted by: | CommentsCraig Crook was Joe Dager’s guest on my show Connecting Your Passion. Craig’s company is a Learning Center and as Craig calls it -Learning faster than your competitors is the only sustainable advantage. What is the evolution of a best practice?
Who has been thru tough times to lead?
Posted by: | CommentsIn the last few weeks I’ve been just blasted with e-mails, blog posts and other types of advertising. The headlines have been saying things like:
- 10 ideas for marketing in a tight economy.
- Recession proof your business.
- How to successfully market, your small business in tough times
- Recession-Buster
That was an afternoon check of my e-mails. Ok, aside from the dot.com era which was largely regionalized, when was the last recession that all these people have gained their experience from? The last recession that I really remember is in the Jimmy Carter era. When we had, double-digit inflation, interest rates skyrocketing, and long lead times or scarcity. Does anybody remember?
We have been blessed for the last 25 years, with relatively low interest rates, practically zero inflation, and next day availability. With that in mind, I think it will be extremely interesting the path people will choose to counteract these turbulent times. Just ignoring it will not make it go away. Have we decided been there, done that – doesn’t count anymore. Have the recession – busters decided to "Just say No."
I think it’s a great time to re-evaluate your strategies for moving forward. To be completely transparent, I am a gray hair myself but I would recommend adding a little age to my circle of advisors. Most importantly in the strategic side of your planning. I just don’t think it is going 
to hurt to have some been there, done there talent surrounding you. Just like the IRS will tell you, ignorance of a tax law is not an excuse. Ignorance of recession, if it happens, is not one either.
Important tip: Make 3 budgets out for next year. Best, Worst and what you think scenarios. Watch the accounts that deviate the most.
