A legacy approach might be stifling you, without you even realising it.Best practices may not be that best(or better) at all. In fact there is scope to abandon best practice as the ‘ practice ‘ as it used to exist has changed altogether.
Your current marketing and customer strategies may unknowingly be rooted in old patterns. It may be time for a change.
The purpose of business—creating a customer—and your customers—at a human level—aren’t changing. That, irrespective of all the tectonic shifts happening around them.
But for many businesses, it’s time to make a change toward having a deep understanding of their true purpose and their customers.
The terms consumer and customer are often used interchangeably but they signify very different relationships. Etymologically, consumer stems from a word that means “one who squanders or wastes,” whereas customer stems from a word meaning “a person with whom one has dealings,” with the implication that it is an ongoing relationship.
As Stanley Marcus, of Neiman Marcus, wrote, “Customers are people; consumers are statistics.”
Marketing isn’t about selling to the customer; that’s a byproduct. As the legendary Peter Drucker observed, “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.”
It’s the time to break old tendencies. Its the time to be aware, to rebel, to kill old habits and to seek change.
Not changing is a default tendency. Change the default settings!
In the perennial quest to conform and comply, and trying to beat everyone else doing the same, we happily concede defeat and give up on blazing our own trails. Running the ‘ also ran ‘ race. You might be doing okay by normal standards, but you still feel restless, bored, and limited. True success is playing by your own rules, creating work that no one can replicate. Trying to be the best will limit you to someone else’s definition of success. Don’t be the best, be the only. Only is much better than being the best. Whether you are Mark or Taylor, tailor your own mark. Make competition irrelevant.
Give into ONLYNESS. It’s next to GODLINESS!
“. It’s no longer exceptional for stuff (anything, everything ) to work. Which means the bar for ” standing out ” has risen dramatically.
It’s amazing how a single tap on the space bar can make such a difference.
“Another” is one of those odd English words that have multiple and contradictory meanings. One definition is “being one more in addition to one or more of the same kind,” like having another car payment or eating another piece of pizza (two more things none of us likely need).
But “another” also means “different or distinct from the one first considered.” That puts an entirely different spin on things, and putting a space between the letters underscores the point.
The world rarely needs “another,” but it will always welcome “an other” — particularly in the most mature, crowded and commoditized industries, where sameness leads to staleness.
Time after time, another product or service gets superseded by an other product or service, making our lives more pleasant, more efficient, more productive, or better in a host of additional ways.
Seeking “an other” is a good strategy to keep pace with the inexorable march of creative destruction. In the marketplace, what is, will not always be, and what is to come, has not always been. The task of strategists is to be agents of creation rather than victims of destruction. Our challenge is to pursue the new and unproven even as we preserve the existing and profitable.
Unless you can ensure your company, brand or service is continually and legitimately “an other,” it’ll end up becoming just “another.”
We are tribal by nature. Human beings have evolved in that fashion. Therefore the ‘ herd mentality ‘. Yes, we have heard that before. And this as well. Birds of the same feather. Flocking together. Which leads to the SOS factor: Sea of Sameness. What makes you distinct? What makes you unique? There is comfort in fellowship. There is comfort in companionship. But, the real magic happens outside the comfort zone.
Are you up to the challenge/opportunity? We at ISD Global(https://bit.ly/2riIk7l) are and looking forward to it.