Tag: sales

Elements of value

Fabrizio1 Comment

It is not enough to say that your company focuses on delivering values to customers.

What is value?

If you don’t stop for a long moment considering this question, you are not focused on value. Value is economical, and it is also technical, social, personal, functional, aspirational. Value takes into consideration material costs, and also possible issues, adoption, expansion, scale. Value is transactional and relational. Value is co-operative.

And once you have identified all the elements that make up your value, you still have two steps to take.

First, you have to understand the why of value. Why does it matter. Not tomorrow, not one year from now, not one day maybe. But now.

Then, you have to build a system that constantly delivers on the elements across the various departments, that captures and measures the elements, that continues assessing them, that creates incremental evidence for them, and that ensures that they are not replicated by competitors and new entrants.

Value is a complex concept, not another organisational buzz word.

The marketer’s dilemma

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Got an interesting newsletter from Peep Laja at Wynter.com this morning, that got me thinking of the marketer’s dilemma.

If a marketer does boring and safe, nobody will object. If they do as it’s always been done. If they use terms like productivity, efficiency, streamlined, best-in-class, seamless. Even when every one at the table has a different understanding and a different experience of what those terms mean, nobody will object. Because who is going to stand up and say “what is productivity?”.

If a marketer does specific and unusual, on the other hand, everyone will panic.

Of course, boring and safe will bring you nowhere, because boring and safe is what 94.97% of companies do. So, the marketer’s dilemma is really between being accepted among their peers in the short term and being well received by the market in the long term.

It is a difficult choice.

Bad bosses

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Do employees quit bad bosses?

As a matter of fact, they do.

And they do quit organizations that provide inadequate training and promotional opportunities, bonuses, and non-cash benefits, that foster (willingly or unwillingly) a negative climate, that assign insignificant tasks, or repetitive tasks, that do not leave enough autonomy, that do not give enough support.

The fact is, there is quite a lot that an organization and its leadership can do to prevent people from leaving. And considering the cost of voluntary turnover, the sooner they get to it, the better.

Doing is boring

Fabrizio3 Comments

Doing is boring.

It comes after the excitement of ideation and brainstorming. It is way ahead of the sparkles and glitters of reveal and success. It is repetitive, often solitary, unsung, at times painful, mostly bland.

And that is precisely why many fail at it.

Showing up day after day to merely do is a trait one needs to train. Without that, we are jumping from one thing to the next. With that, we are setting ourselves apart from the mass.

Doing, just like life, is boring.

To achieve anything, you just have to get over this simple fact.

Old friends

Fabrizio1 Comment

If you are a manager and you are starting at a new company, it is great that you have already some key people from your past experiences that you would like to bring onboard to fill key roles and take important responsibilities.

As you do that, be mindful of two things though.

The people in the company might feel like they are missing an opportunity. How are you going to address that? What is the rationale behind you hiring new people you know versus promoting somebody who has already done a great job in the organisation? Do you have a process in mind to assess competence and eventually make a decision?

And even most importantly, by doing that you are accepting the idea that what worked previously at another company will also work this time around. Is that realistic or is that wishful thinking? How much does it have to do with you wanting it to be that way? Are you going to make sure you can keep your eyes open to the unexpected and the unknown?