Managing Customer Value
This video is an overview of why you should consider using A3 Problem Solving for Marketing and a plug for my new book, Marketing with A3. I should have emphasized it more in the video but using A3 for your marketing tactics is an excellent way to help in your decision making process but also Read More …
In my younger days I used to sell process equipment. It involved a fairly technical process that included combustion, material handling, air movement, computers, etc. My engineering background proved quite valuable and it was quite a strength as I made sales calls. Most of the time, sales went through manufacturer reps and dealers. I was Read More …
When using A3s in marketing or for that matter anywhere within the organization has flourished in the last few years and has become one of them most popular Lean Tools. It is being used as reports, proposals but primarily as a problem solving tool. What I think makes the A3 so powerful is that it Read More …
I was reading the book, War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye–and What to Do About It, looking for a few ideas on how to approach Lean concepts to marketing and more specifically CMOs. Of course, we all know trying to apply a discipline to a bunch of right Read More …
The starting point for identifying product/markets is to focus on first, the markets. There are two criteria that we use in Lean Marketing to assess or to evaluate markets. The first one has to do with how attractive is that market? Attractive of markets could be defined in terms of the market growth rate. Is Read More …
Customers do not want more choices. They just want what they want, period. And in an economy that there is less demand than supply, they can get it. Companies in response to this create more features, more options in their products or services. They will take the deep dive into segmenting their markets and through Read More …