•  
  •  

RSS

Posts from May 2017

Profit by design - build your business for the experience economy.

-

So many businesses put a huge amount of effort into the development of their products and services. Yet, when the product is ready, it's a quick hand-ball to the sales and marketing teams and "go sell it". This worked just fine during the last century. In the industrial age, the whole focus was on production at lowest cost, on mass, then distribute the product to eagerly awaiting consumers who would be converted by armies of salespeople. In this digital age many things have changed - predominately how customers buy. Today we are in an economy driven by their experiences.

More ...

Are you using personas..? The one thing you are missing.

-

The use of personas is fairly commonplace today. Most marketing and sales teams have worked out the general representations of the potential types of buyers their business is trying to attract with content, or bring into their fold as a customer. However, just about all personas I have seen do not have the one characteristic about why the customer buys.

More ...

Archives