Archive for Lean Marketing
The End of Best in Market
Posted by: | CommentsBest in Market has really become a myth in today’s world. These companies that believe this are typically product focused and determine their position by the amount of features and benefits that they have over the competition. Many times market share is not a consideration. It is also believed that continuous improvement on processes, people and product will maintain that “Best in Market” position.
The competitive advantage in the “Best in Market” approach is dead wrong. Trying to outsell your competition based on these principles will at best (no pun attended) lead to only short term wins in profitability and in market share. These gains will diminish relatively quickly as competitors respond with their own improvements and innovations.
The slide show below demonstrates the new world and how the view from the SD-Logic (The Service-Dominant Logic of Marketing by Stephen Vargo and Robert Lusch) perspective may very well be the user centric approach required. The truth is that SD-Logic thinking has struggled moving out of academia. However, it is reviving itself thanks to the thinking of many in the Service Design arena. I go one step further in the presentation stating that SD-Logic needs a process such as Lean Thinking to put it into practice.
Related Information:
Path to Participation
Do You Know the Right Job For Your Products?
Lean Canvas for Lean EDCA-PDCA-SDCA
Blog Carnival Annual Roundup 2011: Graham Hill at CustomerThink
Insight into the Customer Experience through Theater
Posted by: | CommentsAt Work•Play•Experience Adam St. John (aka Adam Lawrence) turns good services into memorable service experiences that start people talking. Adam says, “Your customers will feel better served, will appreciate the value of your work, and will be more loyal to your company. And they will have great service stories to share with the world.” In the Business901 podcast this week, Adam and I discusses the theatrical aspect of service design and how theater can play a vital role in developing your customer experience.
An written excerpt from the podcast is located here: The Show Business side of Service Design.
Adam is a professional comedian, business consultant and writer with a background in psychology and the automotive industry. For years he has been using expertise gained in the world of theatre and film to help companies influence their customers.
Related Information:
Gamestorming for Service Design
Service Design via a Design Thinker ebook
Do you co-create value with your Customer?
A Service Design Thinking Primer
Preview of Presentation at the LSS12 Conference
Posted by: | CommentsThis is a preview of my presentation at the Lean software and Systems Conference in Boston, MA. The Lean Software and Systems Consortium is bringing three premiere events to one centralized location to facilitate the next wave of ideas in methods, process and organization for software & systems engineering development. Boston is the premiere place to be for those innovating in the Lean community.
The Lean Software and Systems Conference emphasizes Lean concepts representing the next wave of ideas in methods, process and organization for software and systems engineering. It brings together an international community of practitioners, consultants, thought leaders and authors to cross-pollinate ideas and foster a sense of community for those promoting better economic and sociological outcomes in their workplace.
Three Events, One Venue – 3-Day Conference, Lean Camp & Lean Tutorials
Lean Software & Systems Conference 2012 (LSSC12) May 13-18, 2012, in Boston, MA
