Strategy Driven
MAY 24, 2021
While naming your business and creating a logo is important, ever wondered how determining your business structure or crafting a detailed marketing strategy might affect your business? If you’re thinking of starting your own small business, you’re likely to have an idea of what you wish to sell or at least what your target market is.
Harvard Business Review
AUGUST 24, 2012
Companies in all varieties of B2B markets have moved beyond selling products and services to offering complete "solutions" to their customers. B2B customers regard a solution as something that helps their business. Traditional research techniques (surveys, focus groups etc.)
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Harvard Business Review
JULY 9, 2014
The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. There is nothing new about this kind of segmenting in the pregnancy test market, however.
Harvard Business Review
FEBRUARY 13, 2013
Between its market cap, profit margins and sales volumes, no company has ever done a better job of monetizing great design. However, the focus groups loved it. For a B2B web service, I asked the design team to pretend that the site would reside on Amazon. Just how terrified should Piaget, Rolex and Patek Philippe be?
Harvard Business Review
APRIL 26, 2012
These categories of products don't rely on focus groups because only visionaries can truly imagine their usefulness — they create entirely new habits and disrupt markets. B2B companies that focus on enterprise solutions are no different. But over time, they diffused and eventually transformed their sectors.
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