Marketing
Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)
Rachel Karten • Great Campaigns Start With Great Copy
Exactly how many customers are there? Do they all share the same pain points? How enthusiastic are they? How much are they spending? Are they repeating? How often? Why? Are they telling their friends? What are their biggest complaints? Why have some customers left? Can we fix the problems?
Patrick Vernon • Venture Capital Strategy: How to Think Like a Venture Capitalist
To avoid defining the job to narrowly, work directly with customers to understand not why they bought your product, but how your product fits into what they are trying to accomplish. Ask, “Why are you using that product, what job are you ultimately trying to get done”.
Anthony W. Ulwick • Jobs to Be Done
Product market fit is just narrative distillation for customers. It only makes sense that this same process is as crucial for investors and employees, too. And just as we have spent so many years reinforcing the primacy of founders focusing on product market fit—and the process of how companies converge on it—so too must founders take distilling th... See more
kwokchain.com • Narrative Distillation - Kwokchain
understanding of how your customers feel, and why, offers you a major opportunity to find clues about changing priorities and future profit growth opportunities. Many organizations, blinded by their traditional way of doing business, fail to stay on top of their customers’ key priorities.
Adrian J. Slywotzky • The Profit Zone: How Strategic Business Design Will Lead You to Tomorrow's Profits
"Marketing is our core competency. We're going to outsource everything else. Red Bull has no production facilities or warehouses."
The more the organization understands its customers’ needs, wants, behaviors, and attitudes—that is, much more than their raw demographics—the better it can serve those needs.
Robbie Kellman Baxter • The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Does a customer buy a flat-screen TV because he wants to own an electronic device? Or rather because he wants to sit on his couch and consume entertainment? Is the mission of a trip to the grocery store the acquisition of items for the pantry? Or might the underlying mission be a hot meal for the family?