Ditch Lead Generation, Build Community

Ditch Lead Generation, Build Community

Blue Ocean Articles, Strategic Models, Strategic Planning, Three Tiers of NonCustomers
In lesson one of ditch lead generation, build community, we covered three significant blue ocean strategy frameworks leveraged for use by leaders who wish to build communities. These communities are proving to be strong providers of lead generation and new business. A quick review of the frameworks in lesson one. The As-Is Strategy Canvas showcases the current key factors of competition and lays out the current state of play.   Blue = LinkedIn Red = Facebook Yellow = New Community           The key factors of competition in this example are Simplicity of Use Access to Audience Ownership of Audience by Group Owner Media & Resource Sharing Tools Integration/API with Other Tools Investment Required Privacy and Security Customization Potential They may be different in the case of…
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Blue Ocean Strategy for Sole Proprietors: Finding Growth from Non-Customers

Blue Ocean Strategy for Sole Proprietors: Finding Growth from Non-Customers

Blue Ocean Articles, Blue Ocean Strategy for SoleProprietors, Strategic Planning, Three Tiers of NonCustomers
Blue Ocean Strategy for Sole Proprietors: Finding Growth from Non-Customers. This is where blue ocean frameworks and tools begin to pay off and deliver revenue. "We should not listen to customers and most people, when we’re designing a breakthrough because most people can’t see it. Now, when you’re doing incremental things, customer feedback is awesome. But in general, most people cannot see a breakthrough, whether they’re customers, partners, potential employees, or even potential investors." Christopher Lochhead This quote is congruent with the Blue Ocean Strategist's view toward noncustomers. Blue oceans of uncontested market space do NOT come from current customers. It sounds contrarian for sure. Reaching beyond existing demand is a process and requires discipline and courage. Most companies simply compete on their industry's key factors of competition and don't go…
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You have enough customers already?

You have enough customers already?

Blue Ocean Articles, Three Tiers of NonCustomers
You have enough customers already? Have you heard stories of margins being thinned? Many are experiencing a disruption in their industries. Thousands are selling more and earning less. Are customers abandoning offerings of services or products for the competitions? When you want to transcend competition there is a playbook in place. It’s scripted and proven. It’s the Blue Ocean Strategy way. The premise?  Create new demand and grow your industry, rather than compete for existing customers. One of the first steps of the blue ocean shift process is to identify demand beyond your industry. These are your noncustomers. They are buyers that don’t buy into your industry, product, or service yet. Take a look at this visualization. You have your current market. We’re trained in many ways as business professionals to hold current customers sacred.…
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