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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Starting Something New in 2021? Get the Sequence Right.

Starting Something New in 2021? Get the Sequence Right.

Blue Ocean Articles, BOS for Solopreneurs, Buyer Utility Maps, Strategic Planning
If you're starting something new in 2021, you need to get the sequence right. You may ask, without the benefit of reading our previous posts, the sequence of what? What we mean is the use of blue ocean tools and frameworks to confirm the validity of your idea or offering in blue ocean terms. Of course, if capturing uncontested market space and new customers is not a priority, blue ocean thinking will not be a fit. In this post, we'll cover the first step. Buyer Utility. If you are content to compete head-on with others in your industry on the basis of price, these frameworks won't be very valuable to you. Let's start with the graphic below. The high points of the Buyer Utility step. Buyer Utility. In blue ocean…
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Map your today and reveal your tomorrow. A restaurant industry example.

Map your today and reveal your tomorrow. A restaurant industry example.

Blue Ocean Articles, Strategic Models
Map your today and reveal your tomorrow. A restaurant example. Taking a look at where one is today is extremely important. In Blue Ocean Strategy, the As-Is Strategy Canvas is a great tool to gauge where you are in the context of key competitive factors. It's hard to modify something that works. When a dish sells okay and makes money, it can be difficult to change it.  It's important to remember this extremely vital truth. Market share is a lagging indicator. Yes. Meaningful but not the entire story. Think of all the market leaders that existed in the automotive industry in the 60s. It wasn't long before leading automakers were getting their butts handed to them. Kodak used to lead in film. So what right? In today's market, market share…
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“Give me a LEVER long enough and a fulcrum on which to place it, and I shall move the world.” Archimedes

“Give me a LEVER long enough and a fulcrum on which to place it, and I shall move the world.” Archimedes

Blue Ocean Articles, Buyer Utility Maps
Archimedes of Syracuse (Greek: Ἀρχιμήδης; c. 287 BC – c. 212 BC) was a Greek mathematician, physicist, engineer, inventor, and astronomer. Although a few details of his life are known, he is regarded as one of the leading scientists in classical antiquity. Among his advances in physics are the foundations of hydrostatics, statics and an explanation of the principle of the lever. He is credited with designing innovative machines, including siege machines and the screw pump that bears his name. What might Archimedes and his work have to do with Blue Ocean Strategy and Blue Ocean Shift? It's all about his lever. We've spent the last six posts breaking down and sharing examples of the Buyer Experience Cycle and its six stages. Click any one of the hot links below…
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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 Two. The Delivery.

The Six Stages of the Buyer Experience Cycle. Stage Two. The Delivery.

Blue Ocean Articles, Buyer Utility Maps
In this series we're unpacking the Blue Ocean Strategy Buyer Experience Cycle. We are discussing how our new realities are requiring a systematic approach to unlocking value by reassessing how the customer experience looks through the entire buyer experience cycle. In review, there are six stages of the buyer cycle. These are measured against six levers on a vertical axis. Today, we cover stage two in the buyer experience cycle, delivery. We are encouraging you to carefully ask what are the blockages to the delivery of your product or service to your customers. The consumer package goods market has undergone transformation in the last few years and it is being accelerated and stressed at the moment. When you think of your product or service, what is the customer's experience when…
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How Do You Measure Your Buyer Experiences NOW?

How Do You Measure Your Buyer Experiences NOW?

Blue Ocean Articles, Buyer Utility Maps
We are all seeing differences in how we shop, work, and experience everyday interactions. Whether it's a trip to the grocery store, the dentist, the pediatrician, or the garage. Restaurants are literally having to reinvent their customer experiences to accommodate our current and future reality. This exercise, now a necessity, has been an ongoing process and growth strategy in Blue Ocean Strategy. It's known as "Testing for Exceptional Utility". In the past, i.e. last January, companies fell into traps of ignoring measurements of exceptional utility because they were enamored with new technology or the novelty of their product. This is no longer an option. Once a company has sufficiently drilled down on its offerings through use of a strategy canvas or strategic plan of some kind they can really begin…
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