Posts Tagged 'Marketing'

Day 33: Adapt

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“Innovation is doing something better that people will pay for.  The funny thing is that your existing competition does not stay still, and new competition comes from nowhere – so you have to change.”

I love that quote from my friend Gary Shapiro, president and CEO of the Consumer Electronics Association.  Gary knows a lot about adapting – his industry is in a constant state of change, and his association’s trade show, CES, has needed to adapt many times in order to thrive.

But while I agree the competition in business never stays still, I don’t agree that it comes from nowhere. In fact, it comes from everywhere, starting with your customers and long before they click to buy.  You can innovate and challenge existing models all you want, but if your customers aren’t with you to begin with, they will never follow your innovation.

 

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Day 30: Focused Executive Program

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A Focused Executive Program comes down to one word:  relationships.  So get off your butt, get out from behind your gosh-darned desk and go visit and talk to customers – every single one of you – so they turn to you and you can help them.  This is Jeff-speak for something more diplomatic, suitable for pasting into PowerPoint slides anywhere:

  • Establish top-to-top executive relationships with key strategic customers
  • Use these relationships, whenever appropriate, to
    • Influence major business decisions.
    • Avoid/assist in crisis management and/or problem resolution.
    • Identify long-term opportunities for collaboration.

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Day 29: 4 E’s

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Several change agents I spoke to bravely admitted they had missed the boat initially on social media, but turned it around quickly.  That’s the beauty of social media, too.  As long as you eventually get it, you can catch up pretty quickly.  And you don’t need some high-priced consultant to get started.  Just remember the 4 E’s:  Engage, Educate, Excite, and Evangelize

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Day 6: Principles

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Standing by your principles in those situations when it is the risky and unpopular thing to do—is the test of a change agent’s mettle. I’m sure we all remember the Gap logo debacle.  Unfortunately, Gap rescinded their decision in the wake of public opinion. Don’t be afraid to take a risk and stand strong. Nobody is going to die over a marketing campaign. Prepare to live your brand promise in good times and bad.

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Day 4: Fear

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Fear stops most people. Change agents welcome it. Get past your fear. Act with confidence and be willing to be a beginner.  Leaders learn quickly, that many of the changes they seek won’t be right the first time.  Three seconds is the difference between doing and not doing something.  You stand in the way of a winning attitude when you refuse to be a beginner. Being willing to be a beginner is how you get past your three seconds of #fear.  And change agents welcome that fear.

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