Category: marketing

The importance of Demos
Most of what we sell is too hard to understand without a demo.

If a picture is worth a thousand words,

a demonstration is probably worth a million.*

Steve Blank in The 4 steps to the epiphany.

So let´s ask ourselves the following 6 questions:
- Do you have a demo script?
- Do you have a demo space?
- Do you have a demo strategy?
- Does your demo create a WOW moment?
- Who does the demo?
- How often do you demo?
There is a direct correlation between:

the amount of WOW moments you create

&

the growth of your business… *

*YOU, once you got your demo-act together.
June 22, 2020
The dark horse
Every day we choose between 3 approaches for everything we do:
- Custom, tailor-made, one-off
- Personalised, configured, repeatable
- One-size-fits-all, standard, commoditised
But when we make our choices are we consistent, smart, see them in context?

Ask which of the 3 approaches you choose in the following cases:
- connecting with our customers
- drafting and sending proposals
- delivering control or audiovisual systems
- hire and fire
- remuneration
- training
- service
- making cars, speakers, systems,…
- …
I dare to think we all use far too much custom and standard approaches…

When the personalised, configured, repeatable approach is the dark horse* in the race for success.

Custom is overrated

One-size-fits-all is overused

Personalisation is the dark horse…

Asking ourself some simple questions may have a big impact 🤜🏻 💥

*Definition “dark horse”:
a candidate or competitor about whom little is known but who unexpectedly wins or succeeds
April 9, 2020
Which ocean do you surf 🏄‍♂️? What planet are you on ?

Which Ocean do you surf 🏄‍♂️? *

What planet 🌏 are you on?

Planet Traditional: everyone is looking for the extraordinary deal.
What matters is: price – features – status.

Planet NEO (New Economic Order): people need to feel a connection with what they buy. It needs to represent who they are.
What matters is: design – how things work – authenticity – who you buy from – uniqueness – discovery.

Facts to bear in mind…

On planet NEO the tendency is towards smaller, personal companies.

93% of the world´s big spenders across industries live on planet NEO.

During the economic downturn of 2008-2012 NEO´s became more NEO and spent actually more on what really mattered to them.

Entrepreneur, friend, surfer, boarder Ryan Gustafson shared the following explainer video with me. Check it out and decide which planet you are on… VIDEO

*I am a big fan of Blue Ocean Strategy: learn more here

January 18, 2020
Simplify. Everything. Always. Everywhere.

genesis-tech.eu

You only have a business, a real valuable business, a shot at success, if you offer to simplify something.

Simplify. Everything. Always. Everywhere.

the simplicity compass 🧭
icons over words
less is more
focus
beautify when you can
1 click
state of flow beats thinking
focus
colours
more logic
less rules
small teams
focus
deep is better than wide
forget perfection
choose
to
FOCUS
on
SIMPLE
right
NOW

January 8, 2020
Escape to Victory: from products 📦 to systems ☸️
more on this from IMD here

The first objective of a company is to survive.

The second is to thrive.

To do both is to move from offering products📦 sales to systems☸️*.

And you better do it fast 🏃‍♀️…

*☸️Systems defined as:
- bundle of products + services + knowledge
- tailored solution to customers needs or desires
- organisms that are designed, created, delivered, serviced and updated
If you sell products – Amazon wins (or aliexpress…)

If you are a brand franchise – the brand wins

If you sell systems – you win (and your customer too…).

Your choice.

Small decisions with a BIG impact 💥.

Note: You can SELF TEST your business using one of these useful checklists – Lightsabers.
January 8, 2020