Build a Community and Ditch Your Traditional Lead Generation

Build a Community and Ditch Your Traditional Lead Generation

Blue Ocean Articles, Buyer Utility Maps, Strategic Models
I'm witnessing and taking part in a significant movement in business. It's becoming clear, many of you can build a community and ditch your traditional lead generation activities. Significant leaders in the sales and marketing community are leading a revolution. They are adding massive value to participants in their communities and simultaneously filling their sales pipelines into revenue-generating customers by doing so. HOW TO USE THIS POST FOR YOUR OWN COMMUNITY INITIATIVE.  Only you know the niche you're attempting to serve. You know their needs through conversations, research, years of experience, or an insight gleaned from machine learning or other tools. Take the frameworks offered in this post and retrofit them into your own schema. With the substitution of specific data for the general data included, you will find the…
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Overcome Your Organization’s Hurdles

Overcome Your Organization’s Hurdles

Blue Ocean Articles, Branding, Strategic Models
When your company or division develops a blue ocean strategy with a profitable offering, it's time to overcome your organization's hurdles. Implementing any strategic plan or shift is a challenge. When you're rolling out a key innovation that rattles the status quo, you can bet the haters will show their ugly side. Blue ocean practitioners have found the following hurdles to be the most predominant. Hurdle one? The cognitive hurdle found in simply getting constituents, employees, and stakeholders to understand the need for change. Hurdle two is limited resources. The more significant your strategic shift is believed to be, the more expensive it will be perceived to execute. It's typical to find the biggest blue ocean shifts need to happen during times when budgets are most strained. The third hurdle…
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Blue Ocean Strategy for Solopreneurs: Focus on the Big Picture, Not the Numbers

Blue Ocean Strategy for Solopreneurs: Focus on the Big Picture, Not the Numbers

As-Is Strategy, Blue Ocean Articles, Six Paths Framework, Strategic Planning, To-Be Strategy Canvas
You may recall, the first principle of Blue Ocean Strategy is the reconstruction of market boundaries. Without permission internally, and a process to break your industry boundaries, it will be impossible to move into blue oceans of uncontested market space. In today's post, we learn how important the second principle is in blue ocean strategy for solopreneurs. Focus on the big picture, not the numbers. The temptation when planning is to launch into a business plan or strategic plan and use templates that one finds online or using some process read about when researching a business, marketing, or strategic plan. I have been guilty of the same thing. Before I know it, I've played office and have spent a week mocking up fabulous charts, graphs, marketing and sales projections, and…
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Blue Ocean for Solopreneurs. Reconstruct Boundaries with Path 6 of Six

Blue Ocean for Solopreneurs. Reconstruct Boundaries with Path 6 of Six

Blue Ocean Articles, Six Paths Framework, Strategic Planning
In today's post, Blue Ocean for Solopreneurs. Reconstruct Boundaries with Path 6 of Six, we discuss looking across time. No, we're not learning how to forecast the future. We are, however, learning a framework around assessing trends. When a company or individual learns to assess trends, serve the culture, and then get in front of those trends using all the other frameworks, magic begins to take place. What special qualities of looking across time work in the context of blue ocean strategy? You have to look at the trends for blue ocean for solopreneurs and reconstruct boundaries with path 6 of six with these questions in mind. What trends have a high probability of impacting or are decisive to your industry? What trends are irreversible and what trends have a…
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Inside the mind of the blue ocean strategist

Inside the mind of the blue ocean strategist

Blue Ocean Articles, Strategic Models
What does it mean to be a strategist? A common definition: A strategist is a person with responsibility for the formulation and implementation of a strategy. Strategy generally involves setting goals, determining actions to achieve the goals, and mobilizing resources to execute the actions. Not a bad definition. There are numerous proven models that strategist use in business today. Chron.com states its definition of a "strategy model" as one that exists within the term itself. Basically, a strategy model constitutes a strategic plan, or model, designed to improve a process. Organizations use strategy models to improve operations and meet their goals. [embed]https://youtu.be/8ExRnpy4rPE[/embed] Blue Ocean Strategy works outside the primary focus of other strategic models. That focus being the known industry boundaries where competitive rules are understood and accepted. Blue ocean are defined…
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The days of building alcohol brands at restaurants, bars, and venues are over.

The days of building alcohol brands at restaurants, bars, and venues are over.

Blue Ocean Articles, ERRC Grid
It's time to disrupt and innovate the promotion and marketing model of spirits, wine, and beer. Sampling and tasting methods of marketing are broken and hundreds of millions of dollars have been wasted on what brands perceive to be tried and true models. In Blue Ocean Strategy parlance, there is a need for a new value proposition. One of the ways a new value proposition is developed is via the ERRC Grid in Blue Ocean Strategy. One goes through and exercise, generally with use of the As-Is Strategy Canvas to determine the current strategic key factors of competition. This helps define the current state of play.  It provides data and insight leading to the hard decisions around what may be eliminated, reduced, raised, and created. Hence, ERRC. The culmination of the…
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The Six Stages of the Buyer Experience Cycle. Stage Six is Disposal.

The Six Stages of the Buyer Experience Cycle. Stage Six is Disposal.

Blue Ocean Articles, Buyer Utility Maps
Disposal. This is a huge stage in the buyer experience cycle. Today, more than ever, how your product is disposed of after use or whether or not it creates waste or by-products is extremely important. Let's take a quick look again at the preceding components or stages of the Buyer Experience Cycle. Click each link to see the post written associated with that stage if you wish to review it. Purchase -> Delivery -> Use -> Supplements -> Maintenance The grid used in Blue Ocean Strategy work associated with the Buyer Experience Cycle and its associated levers is call the Buyer Utility Map. The Buyer Utility Map features the six stages we've discussed in this series of posts on the horizontal axis. On the vertical axis, we see what are…
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The Six Stages of the Buyer Experience Cycle. Stage Four is Supplements.

The Six Stages of the Buyer Experience Cycle. Stage Four is Supplements.

Blue Ocean Articles, Buyer Utility Maps
Supplements. It's a loaded word with lots of applications. In the context of our business discussion today, we are going to stick solely with a narrowly defined meaning. When your customers buy your product or service, are they required to, or is it helpful for them to buy something in addition to what you have sold them? For example, my wife recently purchased a car. It had beautiful carpet on the floors and we didn't wish to destroy it with heel marks, grime, moisture, etc. We bought after-market floor mats custom sized to fit the vehicle, thereby protecting the carpet. This is a supplement. Simply stated, it is a product or service that is supplemental to your product or service. Most of you have thought of these issues. However, most…
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The Six Stages of the Buyer Experience Cycle. Stage Three is Use.

The Six Stages of the Buyer Experience Cycle. Stage Three is Use.

Blue Ocean Articles, Buyer Utility Maps
How a customer uses your company's offering, whether it's a product or service is massively important. I know this seems intuitive but allow for a moment's thought here. How often have you bought that piece of furniture from Ikea, Target, or, Wayfair and realized, "Wow, there are a lot of parts here." It is still a delightful surprise when you open a box of any kind and experience things just coming together. You know, when things are well explained and easy. Translate this to an online offering. I build WordPress sites. I'm not a coder but have built 50 or so over the course of time. There are occasions where you utilize a Theme, the skin that rides over the Wordpress software architecture allowing for design and functionality. When these…
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The Six Stages of the Buyer Experience Cycle. More Important Now than Ever. Stage One.

The Six Stages of the Buyer Experience Cycle. More Important Now than Ever. Stage One.

Blue Ocean Articles, Buyer Utility Maps
In the launch post of this series, I shared the importance of testing for exceptional utility. The reason this is so important is simple. Many industries, most in fact, will have to reassess how customers are experiencing the product or service offered. The safety of customers, clients, employees, staff and more will all become a first consideration. All liability for that safety will rest on how the buyer experience is planned, implemented, and monitored. It is imperative that companies assess these factors. The greatest blocks to buyer utility often represent the greatest and most pressing opportunities to unlock exceptional value. Building value and value innovation that naturally follows is what leads to blue oceans of uncontested market space. The buyer experience defined: It is summed up as the entirety of…
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