In this exclusive interview, we talk with Brant Cooper, a business speaker, advisor and co-author of the New York Times bestseller The Lean Entrepreneur. Brant provides insight on how service firms and small companies can apply the concept of Minimum Viable Product to continuously learn and improve through testing and experimentation.
In marketing there are rarely absolutes, but one thing is certain: the best marketing programs are those that know and speak to their audience with precision. Think about some of the most successful marketing programs. Nike's "Just Do It" and Apple's "Get a Mac" campaigns weren't just using slogans to grab attention, they were successful in identifying and changing the behavior of cultures and communities. Each had a very specific goal, right at the outset, to move the needle. They aimed to...
In today’s turbulent times many organizations are experiencing change. The time comes when you realize that what got you to this point doesn’t work as well as it should. Competitive pressure, market dynamics, lost opportunities and many other factors drive companies and their brands into transition.
To help manage transition and the development of a new plan and strategy, we’ve listed a 10-step process to help you become the new you.
Identify the Catalyst
There is a variable that exists in every business venture but is often misunderstood or overlooked completely. A component that when activated and integrated into a strategic plan produces not only corporate alignment, but often a singular competitive edge and point of difference.
It's the Vision. It's a company's underlying, unique point of view and individual strategic perspective. It’s the answer to why the company acts the way it acts and it’s often the fuel that drives decisions and...
The general thinking is that people don’t like change. In reality, humans are born loving change. Think about it … babies cry until you change them. Also, why do we take vacations? Because we want a change. We need to get out of our usual surroundings and see something new. In this case, change is a choice, and we like it.
But there is also a negative side to change, and that is when the change affects you personally and you didn’t see it coming. However, most of those changes that come “out...
Determining the right marketing needs for your organization requires a balance of different considerations: size, cost, and tacit industry knowledge. This is why it is often a difficult decision for marketing execs to find the precise solution for their department. Should you hire employees and bring them in-house, or use a specialized, independent workforce?