Your company is winning. Revenue is up, market share is stable, and the board likes what it sees. But look past the numbers and a real question is waiting: is this a strategy, or just an extrapolation of what’s worked so far? That distinction matters more than it sounds like it should. Extrapolation works fine …
Category: marketing
Unlocking the Power of Irresistible Offers
Many companies lack a formal product development unit. Instead, ideas are casually pitched to the CEO, and the next steps depend on their mood at the moment. This approach often falls short in delivering consistent innovation, resulting in products and services that closely resemble competitors’ offerings. If you’re a monopoly, your products might become stale …
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How to create and dominate business categories
In your company’s strategic planning activities, you hope to make more than incremental improvements. Instead, your team dreams of brilliant decisions and breakthrough results. But are these a matter of luck? While fortune plays a role, Digicel’s introduction to the mobile telephony market is an example of a new competency: “category design.” Christopher Lochhead would …
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