Growth Initiatives... Part III

"Commerce is the art of exploiting the need or desire someone
has for something." - Edmond de Goncourt

Consider McDonald's... see, aren't people tired of eating fries,
burgers, et cera? You answer. Yet how do they retain and
continue to attract customers? They "invent" new products
and "innovate" on existing ones then let packaging and
advertising do its magic. They protect their image despite
branches sprouting like mushrooms while continuously
emphasizing and training their people on customer service.
More so... they partner. In short, their think tanks
"relentlessly" -- think.

Now, growth has always been a target for entrepreneurial
souls but sustaining it has many times been perplexing.

Here are the rest of the steps toward growth...

• Manage your organization, bottoms-up, down, and across functional areas through teamwork, empowerment, and business partnering, instead of doing the usual management from the top then down the line.
• Create a single-minded approach. Multiple message approach doesn't usually work in effectively reaching fast the intended target audience.
• Think out of the box. Think differently. Think from a new perspective. Be novel and creative in marketing practices.
• Manage customer lifeline value through customer intimacy and relationship marketing by focusing on making a profit on each transaction.
• Integrate marketing communication tools into one message and one voice. It is better than planning each communication tool separately.
• Understand and meet customers' real needs and wants, not just selling the product.
• Market an experience, not just an assortment of goods or services. Notice bookstores, food outlets, and clothing stores include coffee bars, which would now and then feature lectures and performances.
• More than just exceed customers' expectations by satisfying, delighting, and surprising customers beyond the 4Ps of the marketing mix by satisfying customers' needs and wants.

"Once all the surviving contenders in a market can offer value,
the battle shifts to speed and innovation. To distinguish
themselves, companies must offer something unique."
~ Noel M. Tichy

Remember -- speed and innovation.

Oh, we all know that. Sure. Still if you simply rest on your
laurels, you would just be an "overnight" success. No need for
speeeeed and innooooovation then, just wait until your product
matures and declines. That's it. The story's finished.

Is that what you want? Of course not, you have even been
following this series, you realllly want a continuing saga.

However...

Realize that we could only make it if we not only deliver on our
promise, but deliver it with speed and precision; not only
produce a useful and attractive product, but incessantly
enhance on its features. When the dusts of battle has settled,
even a 1% "uniqueness" could spell victory, it's a fortress we
could build on.

Don't just smile there... make things happen!

Take note...
"Markets are not created by God, nature, or by economic
forces, but by businessmen." - Peter Drucker