After many years of practice, this fall there seems to be a proliferation of material being published on the popular Jobs To be Done theory. One of the recent books on the subject is a long-time favorite author of mine, Steve Wunker. Steve’s book, Jobs to Be Done: A Roadmap for Customer-Centered Innovation offers a perspective that Read More …
When I discuss marketing needs starting with existing customers, I feel sort of pull-back from most people/organizations. They are looking for new markets and that blue ocean type thinking. I do believe that exploring the new customers and markets should certainly be part of any strategy. However, learning from existing customers is the first step Read More …
I am a big advocated of building your funnel from opportunity versus depletion. An excerpt from a previous Business901 blog post: Most marketing funnels concentrate on building linear step by step plans. They think of gathering a large group of prospects and narrowing them down through some type of funnel and toward a prospective customer. I Read More …
The general thinking around developing a value proposition is that we all gather in this room and create a wall of post-it-notes through a brainstorming exercise, and then we (sometimes) iterate through testing our value proposition with customers. I know that may be an oversimplification but in most of my experiences, it is not that Read More …
Opportunity with a customer/prospect can often be narrowed down to just two concepts: How important is the problem worth solving and How satisfied they are with present solution. Tony Ulwick of Strategyn discusses this a great deal in his concept of JTBD or Jobs-to-be-done. I often draw the Opportunity matrix on a wall and start Read More …
A marketing plan is not anything more than a hypothesis. It is the ability to learn from them and build on each conversation is what makes a plan plausible. Most marketing funnels concentrate on building linear step by step plans. They think of gathering a large group of prospects and narrowing them down through some Read More …