running away from the lion ( competitive positioning and customer insight)
Getting inside your customer’s head for competitive advantage – after all there’s no point otherwise.
An eight step process to ensure your business gets the insights it needs, not the ones someone wants to sell you.
Read the full paper here Competitive Positioning
In this paper I suggest a 4 step process to tackle the elusive issue of measuring the impact of your CSR program and compare 2 different approaches – the audit and the anecdote.
- Understand why you are doing CSR
- Check what you are doing
- Outline what the impact might be
- Measuring the impact
Read the whole paper here: CSR
Markets have changed and marketing must do too. In this paper I propose an alternative approach to segmentation and show how it might affect the way we work including an update of what we have learnt from segmentation.
What a Customer Interpreter® does, and why it’s the key to a successful business. Including
- 4 techniques for a Customer Interpreter
- 3 applications for your business
If you run a business in your own country, you probably believe you speak the same language as your customer.
But do your customers think you speak the same language as them?
Overcoming the communications gap makes obvious business sense. More and more customers have choices and they choose suppliers and products that they can identify with. None of us like to feel misled, or patronised or misunderstood. So if they can relate better to your business, they’re more likely to buy from you.
To read this paper download the pdf here What a Customer Interpreter does