Address these PIVOTAL questions and you will get more growth
Step 1. Understanding customers problemsSolving a problem is the only reason you ever get your credit card out or put your hand in your pocket. Funnily enough, customers are the same.
What we mean by problem means different things in different markets
|
Step 2. Solving them better than competitorsYou need to know "how do I solve this problem better than my competitors?" "What are the alternatives the customer can consider?" and "How can we stand out?"
The frame for this positioning standout is how to solve the problem better. This is not always about being different or differentiation, it is about standout. So for example
|
Step 3. Creating products customers loveYour positioning provides the platform for developing the products and services that solve real customer problems and address real customer needs.
You know that to develop the best specific product ideas you have to get the whole business team excited about it. After all it is operations, sales, marketing and finance who will work together to make it happen. For this to happen everyone needs to understand the positioning. Words alone are rarely enough to communicate this and to create a common understanding of it. Words alone arenot enough to get everyone excited. The step and this question as all about proving the promise in the positioning. You move into action. This step is all about making it real. Here are some real examples in the market today where we had some input.
|
Step 4. Making sure customers can buy them In the corporate world this is sometimes called channel strategy. There are two types of channels
Pull - ways that people find out about the product and understand what it has to offer
|
Step 5. Making it happen
Examples of who needs to be inspired and what needs to happen include
Having a great PITCH makes the whole plan more likely to succeed as this embraces a number of elements
|
Attractive ThinkingChris writes about being a Game Changer and is always looking for great examples of Game Changer thinking and practice to learn from and share with you. You can follow this on our blog
You can follow our insights and observations via social media here
|