Feb 9, 2024 | Branding, Marketing
Almost everyone has trouble with this most basic of marketing jobs, articulating your ‘Value Proposition’. It is a simple statement of the benefit a customer gets from using your product, rather than an alternative.
Internally it also plays a role, in aligning staff and other stakeholders to a common purpose.
For …………….. (your ideal customer)
Who……………..(define the specific need, pain point)
Name……………(of the service or product)
Provides…..…. (The key benefit)
For example, the simplified Value Proposition for StrategyAudit might be:
For small to medium manufacturing business leaders,
Who do not have the resources to hire deeply experienced management,
Allen Roberts from StrategyAudit,
Provides that deep experience across all functional areas of your business on an ad hoc, part time, project, or on-call basis that is guaranteed to lift your profitability.
This simple template works well for just about any product or service.
It forces you to articulate why your ideal customer should deal with you rather than an alternative, and the value they will derive from that choice.
Generating the best possible value proposition is an iterative process. Rarely do I see the ‘perfect’ one emerge quickly. Often there are several that look OK, which can be tested and improved.
Feb 7, 2024 | Analytics, Marketing
Every customer segmentation exercise I have ever seen is based on geography, demographics, some combination of behavioural characteristics, or all of the foregoing.
‘Young women, 25-35, single, who live in the Eastern suburbs, earn more than 80k, and eat out a lot’ sort of analysis.
Misses the point.
There are five types of customers in every business I have ever seen
Unhappy. These will often tell you and anyone else they can grab, of their unhappiness. Usually these are users, rather than the ones who make the purchase choice. This means they can be a fantastic source of improvement ideas, but can also consume lot of your time with things that cannot be changed.
Satisfied. When a customer is satisfied, they go away happy and you rarely hear from them. The more time you spend understanding the drivers of their satisfaction, and doubling down on them, the better.
Loyal. This group of people usually quite small will not go anywhere else and will generally pay premium to you in the knowledge that you will not fail them. In effect, it is in effect a risk mitigation strategy for them.
Apostles. Apostle customers these are generally small subsection of your loyal customers and occasionally just a satisfied customer when conditions are right who are prepared to aggressively push your case to others in their various networks. These people are your best salesman and also your cheapest, although there is a cost get him to getting them to the point where they will proselytise on your behalf
Cheapskates. The fifth type, the one you can probably do without, is the one who dips in and out of your product, chasing the cheapest price irrespective of other considerations. It also seems to me from experience, that they are also the ones who complain a lot.
Think about it.
I am prepared to bet there will be nuggets of value hiding in plain sight you can use.
Header credit: My thanks to the exiled Scott Adams, and sidekick, Dilbert.
Feb 5, 2024 | Change, Leadership, Strategy
‘Going digital’ sounds easy.
Sadly, it is not.
Almost every company I visit or work with needs, to one degree or another to be aggressively moving down the path towards ‘digitisation’.
Just what does ‘digitisation’ mean?
For most of my clients it means automating some or all of the existing processes driven by bits of unconnected software and spreadsheets, liberally connected by people handing things over.
It is a mess, and there is not one, or even a suite of digital measures that will address the whole challenge, despite what the software vendors sprout.
The world is digitising at an accelerating rate, so keeping up is not only a competitive imperative, it is a strategic necessity. Never more than now as ChatGPT burst onto the scene, compressing everything, and making the ‘digitisation’ drive one of life and death.
On of my former clients is a printing business, an SME with deep capabilities in all things ‘printing’ that enabled the company to be very successful, in the past. Their capabilities are terrific, cutting edge, if we were still in 1999.
If I use them as a metaphor for most I work with, there is a consistent pattern.
- They did not see Digitisation as an investment in the future, rather it is seen as an expense.
- There was no consideration of the application of digital to their product offerings, beyond the digital printing machines, and services beyond those that made them successful 20 years ago.
- Their business model, beyond what is demanded by the two biggest customers, who between them deliver 34% of revenue, has not changed.
- They have not considered digitisation of operational processes, beyond a 25-year-old ERP system. The system has not been adequately updated, and they only use a portion of the existing capability.
- They have not modified their organisational and operational culture to meet the changed expectations of their customers, and the market.
No digitisation effort can succeed without the support of an operating culture that encourages ongoing change. Organisational processes can be modified by decree, but they will not stick. It takes everyone in the boat to be pulling in the same direction, in unison to make progress. This takes leadership, and a willingness to be both vulnerable internally, and a strong ability to absorb the stuff from outside. The leadership group must ‘get out of the building’. Not to smell the roses, but to see the lie of the land, and understand where the opportunities and challenges are hiding.
Coming to this point, where there is a recognition that change is no longer a choice, is where you are given one point out of a possible 10. Now you need to do something about it all to have a shot at the following 9 points. A daunting prospect for most.
The process has 5 easy in principle steps:
- Map the existing operational processes so you know what to change, and where the gaps/opportunities are hiding..
- Map and change the mindset of the people, so you understand the extent of the challenge.
- Take small and incremental steps along a path that all understand leads to a digital future, which means that a lot of collaborative planning has been done.
- Ensure that there are the necessary opportunities for all stakeholders, but particularly employees to grow and change with you. Those that choose not to, also choose to work elsewhere. There are no free rides.
- Ensure the resources of time and money are allocated uncompromisingly to the long-term outcomes. It is just too easy to put aside something that is important but not urgent, for something that may seem to be urgent, but is not important to the transformational effort.
As noted, since the public release of ChatGPT in November 2022, the time before the liquidator comes around for those who choose not to change has compressed radically.
Most, if not all SME’s beyond the digital start-ups now cropping up like mushrooms after rain, will need outside expertise.
Consider that help to be an investment in survival, not a cost.
Header cartoon credit: Tom Fishburne at Marketoonist.com
Jan 26, 2024 | Change, Governance, Leadership
January 26 again, and out come the strident calls for it to be changed, in one of many ways, as well as the equally strident voices calling for no change.
To me it seems to be just nonsensical chatter.
In any event, January 26 is a confection. Prior to 1935 it was generally known as ‘first landing day’, which it was not, or Foundation Day, which rates as a ‘maybe’. It was only in 1935 that all jurisdictions used the label ‘Australia Day’. If we must change it to satisfy the noisy few who get hot under the collar, the sensible option would be May 9, which is the day the first federal parliament met in Melbourne in 1901.
We should be discussing more important things.
Climate change leading to floods, fire, with pestilence to follow. Another mouse plague perhaps? The impacts of climate change are there for all to see. They are more pronounced than the most pessimistic scientific opinion of a decade ago, and yet at the government level, little is being done beyond lip service and press releases. Private capital is making all of the relatively modest investment occurring, I suspect contrary to our long term best interests.
Covid has not gone away. What about the next pandemic, are we prepared better than we were when Covid announced itself to the world? I see few if any steps that act as ‘insurance’ against the impact of the next pandemic. Press releases will not stop it, when it arrives.
Generative AI has changed our world. I confess to being excited and confused at the same time by the explosion of AI. It is such a game-changer, it feels a bit like watching the industrial revolution happening at warp speed. Depending on who you listen to, true AI, meeting Alan Turing’s test will emerge anywhere between a decade hence, and ‘probably never.’
We are now in a knowledge economy. This is a term thrown around for years, but for the first time for me at least, it really sticks. It begs the question: what is the basic unit of production in the knowledge economy? How do we measure it, organise for it, pay for it in an equitable and sustainable manner, and critically, how do we optimise the utility of the time we allocate to any task.
The impact of the last digital revolution was articulated by Moore’s law, the compounding time frame of which was 18 months. If we apply the same logic to AI, the compounding time frame seems to be about a week. This will result, if it continues, in a logarithmic acceleration of AI tools surging way ahead of the hardware that delivers the physical outcomes. Therefore, the processes that currently consume the time of people will be in the gun, with the hardware lagging. Instinct, experience, in a phrase, knowing where to look to join the dots will be the critical leverageable capability for the good jobs and career paths.
The pressures the explosion of AI brings to the foundations of our country are profound. In our public discourse, these challenges are not being touched on in any way. We prefer to argue about the current but completely unimportant populist nonsense that is irrelevant to the country we leave to our grandchildren.
As an aside to any discussion of AI, there should be conversation about the coming deluge of litigation surrounding copyright. As Newton observed of his breakthrough ideas, he ‘Stood on the shoulders of giants’. Did that standing involve plagiarism under our current laws? Did Da Vinci’s most famous illustration, ‘Vitruvian man’ involve breach of ‘copyright’ of the work of Roman engineer Marcos Vitruvius Pollio? (I ignore for the sake of the debate that the sunset in copyright would have well and truly expired on Vitruvius’s original work). Creativity is a collaborative and experimental process always using the shoulders of others. How we align that reality to the current copyright laws designed for a non-AI world will be a lawyers feast, and a nightmare for the rest of us in the coming year.
The Geriatric election in the US will be impacted by AI. Putin is a capitalist, reputed to be the richest man in the world, but nobody knows where all the money (or bodies) hide. However, he does understand ROI. He can spend $10 billion getting his red headed, narcissistic, sociopathic mate re-elected, and cut off the supplies to the Ukraine that way, or spend $100 billion crushing the armies of the Ukraine, and wearing all the current contributors, distracted as they are by the conflagration in Gaza, down to the point where they back away. While the US election is half a world away, and totally out of our control, the outcome will have an impact on our economy, foreign relationships, and perhaps our way of life.
Our foreign policy is conflicted as never before. We have the China hawks yelling at the doves, while China is our major trading partner, upon whose goodwill our current standard of living rests. In parallel, we are committed to a program of procurement of nuclear powered submarines to protect us from that same vital trading partner. When/if they arrive, they will operate in shallow seas to our north, entirely inappropriate for nuclear powered boats that require very deep water in which to ‘hide.’ That ignores the probability that by the time they arrive, there will be sub detector drones available in Bunnings, and the barrier of building from nothing a nuclear industry to support them was not, after all, insurmountable.
Meanwhile, there is armed conflict in Europe and the Middle East, both of which have the potential to suck us deeper into a morass that makes Afghanistan look like a Sunday school picnic.
The taxation system is a dogs breakfast needing urgent and complete reconstruction. Such a sensible step is way beyond the reach of either of the major political parties, driven as they are by institutions that demand maintenance of the status quo for their own selfish reasons. The lack of voter appetite for change, despite the obvious gaping holes in the system ensures that no real change will happen until there is a genuine crisis.
Last week the PM reaffirmed the legislated tax cuts would come into force as legislated. This was a surprise to me, as I believed there would be changes, aimed more at the bottom end of the income scale. On Monday he flipped, and let everyone know there will be some changes, which will consume much of the political capital he has left. Despite being very modest cosmetic changes, nobody will be satisfied. The various aid and welfare agencies will be wondering aloud, where this government lost its social conscience, as the changes will not go far enough, and the opposition will run around yelling, again, that the sky is falling. Michele Bullock will have pencil poised, ready to point out that inflation will not be helped by the injection of money into the economy.
The housing crisis, one of our own making, will not go away irrespective of how many press releases and Band-Aids are sent around. It is a systemic challenge driven over the last 25 years, and treating it as anything but is a nonsense. Commentator Alan Kohler, who has a way of deconstructing the babble of economists, bureaucrats and politicians into common sense wrote a quarterly essay that contains plenty of sensible comment. If you have an hour, this webinar is useful. Alternatively, this precis on the Michael West media site gives a very good summary in a relatively short read.
Meanwhile the alternative Prime Minister is urging retailers to stock piles of Australia Day ‘merch’ that does not sell. This trivial matter, which is none of his business anyway, is not a contribution to the acknowledgement that we live in a great place, currently celebrated on January 26. It is just a shallow, meaningless, populist, and cynical appeal to grab a fleeting headline, and enrage some who live at the shallow end of the gene pool.
A decade on from this 2013 Australia day post, the observation that in the future, the core challenges to our society I saw then, education, research capability, diminishing manufacturing capability, and the flogging off of our national estate remain. Absolutely unchanged.
Have we not learnt anything?
Jan 22, 2024 | Leadership, Strategy
Tempo.
Everything in life has some sort of tempo to it.
The change of the seasons, the cycles of our lives, the routines we follow often without thought, and the planning/execution cycles in our public, private and business lives.
What has changed dramatically over the last decade or so is the tempo of change. Our commercial, social, and political environments have had a huge dose of steroids injected, radically disturbing the placid status quo that has prevailed. The status quo is now fighting for its life, using any means at its disposal.
Some of this tempo acceleration has been driven by the now obvious impacts of climate change.
2023 was the hottest year on record, climate scientists are now muttering that their worst-case scenarios of a decade ago now look conservative. We are fighting fires and floods simultaneously on multiple fronts.
We are also fighting wars on multiple fronts, all of which have the potential to spread like a viral pandemic.
Much of the balance of the tempo acceleration has been driven by the digital revolution of the last 15 years. The release of ChatGPT into the wild in November 2022 makes what has gone before looking modest.
Look around, those businesses that have done well over the last few years are those that were able to pivot quickly, evolve their business models, and take advantage of the opportunities opened up by the suddenly changed circumstances. Those that fell on hard times were those that for one reason or another, often reasons outside their control, were unable to make those changes.
Once change gets rolling, it builds up momentum, and the tempo of change becomes a real thing. It drives activity, pushing aside many of the objections raised in less heated circumstances. The outcome is that you end up dealing with trade-offs and probabilities in entirely different ways, the impact on individuals and their own agendas seems to be diminished, caught up in the tempo of change.
Tempo, the word of 2024
Header credit: Dave Grohl working up a sweat belting out the tempo for Nirvana
