Managing Customer Value
First Sketches of an InfoGraphic that I am developing. A few bullet points follow: 1. Using Snowden and Boone”s Cynefin Network to define our Marketing Space. 2. Action Learning is how we do everyday work. We have fulfilled Senge’s idea as Learning Organizations. 3. 5Is & Soar: How we adapt to everyday work 4. Action Read More …
Overview Anyone can come up with a great marketing strategy and in the same vein anyone can come up with a marketing idea. As long as you build plans, websites and develop strategies in isolation of customers your chance of success is minimized. My implementation successes with customers are almost always determined by the Discover Read More …
Appreciative Inquiry (AI) and Action Research (AR) has become more prevalent in my marketing approach and toolbox. For my Lean connections, it is comparable to the way I think and use PDCA. I have a higher-order of thinking as I go left to right in the diagram, but the thought process remains basically the same. A Read More …
The first steps of any Lean process are to identify value and create a current state. When working on the demand side of the equation, why should we identify the process through Non-Value Activities defined as waste (Weaknesses and Threats) versus the Value Added activities of SOAR? I often use SOAR in the initial sequence Read More …
In the 12-step process of the Funnel of Opportunity, the first step is to identify Key Accounts. With these accounts, our first instincts are to think of how we market towards them or the tools we need to penetrate the accounts. To sell more of what we are selling. I think it is just as important to learn Read More …
Ruud Janssen and I discuss the most common uses of the Event Canvas in this video excerpt from an upcoming podcast. It might not be so intuitive as you may think. Ruud is the co-author of a new book, Event Design Handbook: Systematically Design Innovative Events Using the EventCanvas, An overview of the book: Event design Read More …