Managing Customer Value
When we approach sales we typically think of how we will address the customer’s problem. What needs we need to address and how we will do this in an engaging way? We are in The Experience Economy says authors Pine and Gilmore. Though many of us dwell on the Experience Economy, I think we are Read More …
When we use our typical sales and marketing approach, we form an idea of the way things should be, forming maps or journeys that we want our customer to adhere to. As they get further along, we have so much invested that our manipulations get stronger. When they push back, we push back. When we Read More …
CAP-Do: What makes CAP-Do so attractive is that it assumes we do not have the answers. It allows us to create a systematic way to address the problems (pain) or opportunities (gain) from the use of our products and services. CAP-Do is an emergent process. You may know the outcomes that you desire but that Read More …
Does Innovation have to be that tough? Picasso said, “Good artist copy, Great artist steal. What do you think? Austin Kleon’s talk Steal Like an Artist: 10 Things Nobody Told You About Being Creative is a creative manifesto based on 10 things he wish he’d heard when he was starting out. Austin is a writer Read More …
In two recent blog posts, CAP-Do supports Outcome Driven Innovation and Lean Sales Process does not Start at Plan or Build, I discussed how companies that apply Lean to Sales and Marketing think incorrectly in terms of PDCA versus CAP-Do. In summary, we need to change to an outcome based approach and for a Lean Read More …
In a recent blog post, Lean Sales Process does not start at Plan or Build, I discussed how companies that apply Lean to Sales and Marketing think incorrectly in terms of PDCA versus Cap-Do. In the post, I stated: When we utilize the traditional cycle of PDCA, we start with Plan. We form a hypothesis Read More …