A key objective for all brands is to create a promise that customers value at a level significantly greater than a price that includes not only cost, but a reasonable margin as well. Products that create such value for their customers have the potential to dominate their category.
Ambiguity can be at odds with many design approaches and with creative work in general. But ambiguity can actually help you get the most from any creative process if you know how to navigate it. Part of that navigation includes knowing when to focus and when to unfocus. For example, when your creative work requires making multiple decisions in a short period of time, focus is imperative. When you’ve been staring a screen too long,...
In 1986 Jan Carlzon, the former President of Scandinavian Airlines, wrote a book titled Moments of Truth. The core principle presented in the book was that every decision is a process.
A senior manager in a Silicon Valley high technology firm surprised the members of his management team with the observation that they did not have enough market failures. Why would any executive want more market failures? The answer is found not so much in a desire to waste resources on bad ideas but on what market failures indicate about the creativity and innovativeness of a firm.
Marketing is about creating value. Marketing creates value for customers, for employees, for shareholders, and for the community. At its core, marketing begins with creating value for customers. If there is no value for customers, there can be no value for other stakeholders. Customer-perceived value is marketing’s connective tissue crossing geography and time.
