Trust and Pain:With low trust and low pain, there is no need, and therefore no business that is available. And as the pain grows, high-trust competitors will scoop the business. With high trust, the spectrum is more palatable: the business is yours, with the proviso that price would reflect the [More]
The journey can be characterized in four stages: from “I don't know this person”, to “I think they are an expert”, to “let's give them a try”, to “let's engage them”. (This is my Trust Curve™ model of awareness, preference, trial, commitment. More details at https://www.randallcraig.com/insight-unpacking-the-trust-curve.) The idea is that the [More]
The question though, is what happens when there isn't any interest. When you don't have the solution right then and there. Has all of your marketing effort and investment been a waste? Should one simply "give up" and move to the next prospect? Or... is there an alternative. (There is.) [More]
Downstream delivery partnerships: These are partnerships that focus on what happens "after" the sale. This could include implementation assistance after selling a software license, compliance monitoring after an audit, or outsourced web hosting after the development of the website. This type of partnership allows your organization to leverage specialist skills [More]
Here are three clues: As bread becomes more popular, more flour gets used. As more people travel by train, more train engines are required. As more transactions happen online, credit card payment gateways process even higher transaction volumes. Similarly, one transformation pathway is to become a tool provider for other [More]
The fundamental flaw in this approach is that the manufacturer has no idea about the end customer. Nor does the manufacturer even have a relationship with the retailer. While it is true that the largest manufacturers make “direct” deals with the largest retailers, they still have no idea who the [More]
In service-based businesses, the same is true: every person either adds value, or adds value to someone (or to a process) that adds value, all in service to creating a deliverable for an end client. Welcome to Michael Porter’s Value Chain. Traditional transformation strategy often looks internally at the processes [More]
Not necessarily. Many organizations have bundled their products in a service wrapper, and many deliverables are often partly digital, if not digital-first. If either of these are true for your organization, the cost/benefit equation of widening your geographic reach has become vastly different. Even so, using a "new geography" strategy [More]
The Oxford dictionary defines crowdsourcing as "the practice of obtaining information or input into a task or project by enlisting the services of a large number of people, either paid or unpaid, typically via the internet." Crowdsourcing encompasses a spectrum of activities from engagement in internet discussion groups and social [More]
Most leaders would look closely at the source of the claim: is it coming from a credible source, or from a promoter with a dubious reputation? Hopefully, since it is coming from me, you would think it is coming from a credible source. But the question stands: is the claim [More]
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