What customers are paying for
They don’t pay for a product or service. They pay for an experience. This applies for consumers as well as for B2B. Which is why racing to the bottom makes less sense every day. How great an experience...
View ArticleTrampling paths, building highways
The first is what amateurs do. Since it’s only to solve a momentary need or problem, good enough will do. They can walk around that rock, so why bother? After all, they’re doing it for fun, so why take...
View ArticleSource vs. outlet
It’s worth remembering that money is not always being made at the source. Just because you create, build, assemble… that’s where the thing to be sold is made, but it’s only in commodities like crude...
View ArticleRoom for failure
To make my point, I will distinguish two kinds of failure here: the one that happens in defined processes, and the one that happens in the course of exploration. It’s obvious that in defined processes...
View ArticleThe comfort of knowing you’ve done your best
It’s fear of failure in disguise, and it’s strong within organisations (and their people) who don’t give much room for failure yet do not reward people for not commiting it. As I pointed out earlier,...
View ArticleTwo essential questions
A few days ago, a colleague of mine launched her portfolio website. Of course I couldn’t help picking the holes, which brought me back to two questions that apply to any marketing effort someone is...
View ArticleOpposing Forces
Have you ever felt the pain of unfulfilled potential? I’m referring to the (at first) external one, a circumstance that causes you a regular dissatisfaction with the status quo. This can range from a...
View ArticleThe Single One Policy (an Organisation needs to follow)
“We believe that everyone we have a relationship with, regardless of the kind of relationship, will contribute to the continuous process of becoming better at what we do as an organisation as well as...
View Article1,000,000,000 failures
Today it was announced that last year’s spendings in online advertising have been more than one billion Euros in Germany alone for the first time in Internet history. Here’s a thought: Has any company...
View ArticleProjects are doomed when…
… there is no desire to assign or take responsibility right from the start. … there is no desire to make it happen. … there is no desire to do it better than the last time. … there is no desire to keep...
View ArticleBeing Joe Average
Facebook suggests the biggest advantage they offer for advertisers is higher relevancy of ads because they’re able to match them to the individual member’s preferences. But what happens when members...
View ArticleHow to delight an engineer
If you happen to work with engineers and they’re mostly unhappy with the way they’re being asked about potential projects, or if you’re an engineer in this very situation and your colleagues don’t seem...
View ArticleRise of the hacks (commodification vs. democratization)
There is no such thing as democratization of technology. If you think about it, this is quite obvious. Everything being sold as democratization of technology is commodification with glitzy marketing...
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