Jun 10, 2010 | Customers, Management, Marketing
Most marketers equate success to more; more ads, more locations, more customers, more Sku’s, more appearances in the press, and so on.
However, the quest for “more” leaves a lot on the table, as it disregards the value of what you have.
Would you rather have an extra customer that delivers an extra $10,000, or an extra 10,000 from an existing customer?
In most circumstances, it will be the latter, because there are no acquisition costs, a deepened relationship with an exisiting customer that creates barriers to exit for them, and a more predictable operational and logistic chain that inevitably costs less than one set up, even if it is entirely routine, to service a new customer.
Share of wallet is a powerful driver of performance, as it implies that as you get more of a customers wallet, you become more engaged with their key processes, and become core to their efforts to add value in turn to their customers.
Being excellent with a few is usually a better approach than being average with a lot.
Jun 9, 2010 | Innovation, Management
How do you figure out the productivity of employees paid to think?
In the old days, productivity was measured by a range of quantitative measures, quantity, cost, conformance to standard, cycle times, and so on. Now, when the productivity is ideas, improvements, removal/adjustment of past practices, and the “joining of the dots” it is harder.
When there is a clearly available substitute, the market dictates the price, it costs $60 an hour to get your car serviced, but where there are no obvious substitutes, it is more a matter of what the market will bear. What is it worth to hear a competent musician play a cover? What would it be worth to hear the piece played by the originator?
Competent musicians are relatively common, those who can create something worth covering are rare, and are paid accordingly, and the time it took to create the piece plays no part in the calculation, it is all about the value created, and measuring that is a whole new ballgame.
Jun 3, 2010 | Communication, Management
So many meetings fail to deliver an outcome simply because they do not ask for one.
Here’s an tactic I saw at work a while ago in a meeting chaired by someone I know well with an extensive record of getting things done.
At the end of the agenda, he went around the table, and asked people what they would do as a result of the discussions in the meeting.
By observation, it achieved three outcomes:
- It offered an opportunity to ensure the resulting workload is both fairly spread, and in the right place,
- It committed people to an outcome, as once they publicly said what they would do, it become a very strong psychological commitment to follow through,
- It would have exposed any who were in the meeting simply as a means of filling in time, in this case, there were none, as this was standard practice, and the bludgers had already been burnt, and moved elsewhere.
Try it, I guarantee it will energise and shorten any meeting.
May 27, 2010 | Innovation, Management
The formula for innovation success is different in each set of circumstances, but has some consistent themes: time, determination, patience, skill, top level support, collaboration, a combination of analytical and spatial skills, engaged participants, process discipline, and tolerance of failure.
The reasons not to innovate are far more creative, but have the common theme of finding an excuse not to stretch. The link is to a list of the 100 most common excuses, it is a bit of fun, but there would be few excuses lisited that we have not all heard at some time.
May 26, 2010 | Management, Marketing, Social Media
The brother of digital democracy is Analytical Insights. As more and more happens on the web, the opportunity to develop analytical techniques and resulting algorithms that are able to assist the prediction of behavior grows.
As every user of Amazon, and many others have noticed, the more you use it, the better it is at predicting, then offering you further purchases that focus on your interests. This is not a matter of “fries with that” or luck, it is a reflection of the deep analytical capacity to look at an individuals past behavior, and predict what they may like to do now.
Perhaps it is digital democracy’s big brother.
May 24, 2010 | Management, Personal Rant
What a wonderful, emotive description, courtesy of Seth Godin, of the sort of make work activity we all undertake to put off doing those difficult, risky, confronting jobs that can really add value.
It takes effort not to stomp on a roach when it crosses the floor, but stomping it is basically a useless, time wasting exercise, just like checking emails every 10 minutes, reading industry rags cover to cover, redoing a completed presentation in the hope of making it that 0.5% better, and the thousands of other things we dream up to keep us in out comfort zone.
Make a difference to your day, let the roach live, and do something useful with your time.
