Everyone is searching for a game changer. In a dorm, a basement, a bedroom, a lab, a hip co-working office space or a tiny start-up, someone, somewhere is just beginning to really give shape to an idea they’ve had for a while.
Building brands in the mad men era was a relatively straight forward endeavor...
A brand needed to effectively communicate its value to the consumer, plainly stating its functional benefits and for the more enduring brands—connecting with consumers at the emotional level typically through a story told via television led advertising campaigns.
"We are customer-focused", "we have a clear insight into our customers and carry out Customer Surveys" are comments often put forward by company managers. But what does it really mean to be Customer Centric? - And how can it be used as a strategic management tool to scale your company?
Companies that are facing industry disruptions are bad enough; during these times, leadership faces the most important test – the ability to lead during a crisis. The need of foresight, change and organization design are what true leadership looks like.
A couple of times a year I guest-lecture for several Masters in Marketing/Customer Management programs in The Netherlands. Almost every time students approach me with a question regarding their master-thesis or other assignment.
Business in the digital age has become a seemingly never-ending series of “next big things.” Whether it’s e-commerce, search engine optimization, social media, big data or something else, the pattern of firms struggling to adapt is as predictable as Gartner’s hype cycle.
Successful businesses grow. Through better products and processes, they win the favour of customers, increasing their volume and margins. That success often translates into further advantages as they invest in new and better equipment, develop expertise and gain bargaining power with suppliers.
In an interesting conversation with clients this week the discussions were around the question: “should companies plan for the distant future (10 years and beyond) and what is needed to get out of a death spiral where a slow death is in the making?”