Managing Customer Value
Sometimes, a compelling visual image may be enough to encapsulate the dream. However, groups often prefer to add a brief message, which can act as a purpose statement or summarize their strategic vision. The power of the Dream phase (The Starting Point for a Business Development Project) is that it encourages people to use the Read More …
A successful product launch involves not just a strong marketing strategy and appealing product design but also the team that is responsible for finding new customers. The ideal solution for this challenge is an emergent sales and marketing process that can be executed at different times, on different teams, and in different locations. However, while Read More …
The Interaction Field: The Revolutionary New Way to Create Shared Value for Businesses, Customers, and Society, Public Affairs (September 15, 2020) by Erich Joachimsthaler was a book I read several years ago and just recently opened back up for review. Instead of re-reading the material, I took a stab at writing an outlined based on Read More …
Sales theorists have long debated the most effective way to construct causal sales theories. Or, have they? The most common approach is to identify a set of variables known to affect sales outcomes and then develop a model that describes the relationships between these variables. However, this approach has several drawbacks. First, it is often Read More …
Action Research should be an iterative process that takes shape as knowledge emerges. The premise here is that you learn, do, reflect, know how to do better, do it better, learn from that, do it better still, and so on. You work through cycles that converge towards better situation understanding and improved action. The goal Read More …
If your organization is not in the practice of Engaging Emergence, what chance does your brand have in the race for innovation and new markets? Emergence is the approach, which is used by The Third Wave to create a new market. By introducing a new product, business model, or idea, a brand can create an Read More …