In researching Service Dominant Logic (S-D Logic), I found the concept not all that new. I found the catalyst for this interest was the publication of an article by Stephen Vargo and Robert Lusch in a 2004 edition of Journal of Marketing entitled “Evolving to a New Dominant Logic for Marketing and later their book,The Service-Dominant Logic of Marketing.
Digging deeper, I found that Wroe Alderson (1898–1965) the most recognized marketing theorist of the twentieth century and the “father of modern marketing” started the ball rolling when he redefined the value-in-use concept as an alternative to the dominant value exchange theory. He actually traced it back through the ideas of Aristotle, Thomas Aquinas and a variety of 17th, 18th and 19th century economists. In other words, it has been around a while.
Updating my thinking of SD-Logic marketing concept to present day, I came across this presentation by Wim Rampen, the Managing Consultant at Contact Center Intelligence and Wim can be found at: http://wimrampen.com/.
I think his “7 Jobs of Marketing” are spot on and a nice addition to the thoughts of Lean Marketing and Design Thinking. It is the involvement of the customer and being in the marketplace where your customers are using your product, fundamental Lean Thinking.. The point so often missed by most marketers today. If your marketing and your relationships (sales) are being created in your customers’s arena, value is attached to them.
Tired of only 50% of your marketing working? Deliver value in the arena your customer lives in!
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