The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly became a fixture in trendy urban neighborhoods around the globe. Today, nearly twenty years later, the car still hasn’t lost its freshness: demand for Minis has remained robust with annual sales increasing at a steady pace of 5.2% per year.
Recently I stressed the importance of looking outside your organization to bring in bold ideas and help you peel off any institutional blinders you may have acquired. Those aren’t the only reasons to keep an eye on the outside world, though.
Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Patrick, a Brand Marketer in Los Angeles, California who has this question about the Jobs To Be Done theory and it’s role in value creation.
One of the biggest uncertainties surrounding any new offering is whether customers will even consider buying it.
Many of the world’s largest companies have found ways to systematically bring in outside thinking. In large part, this is out of necessity.
