The CEO of a public company tweeted today about an interview. In the interview, the president of Nasdaq Helsinki sets up a portable studio and dicusses with Marimekko’s CEO Mika Ihamuotila about issues that are interesting to shareholders and traders. Great stuff! Finally a business that makes real, original content to engage its customers. This is not just a …
Introducing the big idea should take just one minute. Don’t spend time on details. In Crossing the Chasm, Geoffrey Moore formulated a useful, short pattern for idea introduction. For (target audience) who (statement of the opportunity), my idea is a (product category) that provides (statement of key benefit). Unlike (competitors), my idea (statement of primary differentiation). The …
I read a 1981 marketing classic by Ries and Trout: “Positioning – The Battle for Your Mind.” It’s an inspiring book about how brands and products should be marketed: not in isolation but positioned against existing products and brands in the same category. Hmmm… doesn’t sound too inspiring, does it? Let me try a shorter …
True customer centricity is still rare. This is news to me because these days you’re supposed to be customer centric. I hear many entrepreneurs describe their business as customer centric. Their product is customizable and totally flexible; they know their would-be customers thoroughly; their product utilizes big data to adapt to users’ needs; and so …
Last Sunday I leisurely browsed through home-for-sale classified ads. Soon I noticed that the house descriptions fall in one of three categories: Short, focus on facts. Boring and not memorable. Vivid, descriptive language with focus on feelings. Unconvincing, pushy, and makes you want to come up with negative counter-arguments. Facts with adjectives including pros and cons. …
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