Manage your core business assumptions and secure your company's long-term success

What have you come to accept about your customers, products and competitors? What assumptions has your company consecrated as gospel? How confident are you in the assumptions you are making about core dimensions of your business, such as:The price sensitivity of your customersYour partners’ biggest priorities & challengesThe macro forces...

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Your pricing and marketing strategy should be influenced by your customer's reference point

We love to think of ourselves as rational, objective beings. And yet endless scientific studies indicate that we are anything but... context, the framing of information, and cues can have a profound influence upon how we view the world, and the decisions that we make...Let's start with a fun warm-up exercise!Real quick - what animal is...

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How your pricing and marketing strategy should be influenced by your customer's reference point

We love to think of ourselves as rational, objective beings. And yet endless scientific studies indicate that we are anything but... context, the framing of information, and cues can have a profound influence upon how we view the world, and the decisions that we make...Let's start with a fun warm-up exercise!Real quick - what animal is...

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Marketing warriors, fight for thy customer!

Whenever I need a little marketing pick-me-up, I turn to this guy, The Ultimate Warrior (the nice-looking gentleman pictured to the right). A beacon of strength, courage & determination, Ultimate fought his way to the top of the World Wrestling Federation during my youth, despite the greater popularity of Hulk Hogan. Sure, much of...

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Marketing warriors, fight for thy customer!

Whenever I need a little marketing pick-me-up, I turn to this guy, The Ultimate Warrior (the nice-looking gentleman pictured to the right). A beacon of strength, courage & determination, Ultimate fought his way to the top of the World Wrestling Federation during my youth, despite the greater popularity of Hulk Hogan. Sure, much of...

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Innoviation via other worlds: a tool for generating powerful ideas for your business

I'm not quite referring to Mars or Pluto when I say "other worlds". Although, there is no doubt that even a few seconds of stargazing can inspire & fuel your innovation efforts.By "other worlds" I'm talking a little closer to home than Mars or Pluto. What I am referring to is a great framework for innovation in which we explore...

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Innoviation via other worlds: a tool for generating powerful ideas for your business

I'm not quite referring to Mars or Pluto when I say "other worlds". Although, there is no doubt that even a few seconds of stargazing can inspire & fuel your innovation efforts.By "other worlds" I'm talking a little closer to home than Mars or Pluto. What I am referring to is a great framework for innovation in which we explore...

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Marketing & the 5 W's: a framework for marketing innovation

In my prior post I introduced the wonders of the 5 W's, and how you could benefit from utilizing this foundation of journalism in your efforts to innovate & develop potent marketing strategies. In this post I provide a peak into one of several dozen 5W's frameworks you can use to turbo-charge your marketing efforts.5 W's Consumer Journey Framework This framework provides you with a powerful tool for generating a rich inventory...

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Marketing & the 5 W's: a framework for marketing innovation

In my prior post I introduced the wonders of the 5 W's, and how you could benefit from utilizing this foundation of journalism in your efforts to innovate & develop potent marketing strategies. In this post I provide a peak into one of several dozen 5W's frameworks you can use to turbo-charge your marketing efforts.5 W's Consumer Journey Framework This framework provides you with a powerful tool for generating a rich inventory...

read more