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Winning the Fraud and Cybersecurity Race: A Go-to-Market Blueprint for Competitive Edge
Fraud and cybercrime have become a systemic, trillion-dollar drag on the global economy—but the fight to turn the curve is more than a market opportunity.
Over the past few years, I have worked alongside cybersecurity and fraud-management teams in government, banking, and payments, and nothing is more satisfying than seeing a new solution stop a romance scam or prevent a pensioner from losing their life savings.
Psychographics: How To Use Brain-Level Insights to Improve Marketing
Fri, Jul 22, 2022 — As a marketer in the digital age, I am fortunate to have many tools at my disposal that make my job easier. Unfortunately, however, I still have no way to read minds (and that would be quite creepy, anyway) – but one could see how individual “brain-level” insights could have a stunningly positive impact on campaigns, revenues, and overall success. That’s because the Holy Grail for marketers is to understand not just the “who” is likely to buy, but the “why” behind the purchase. If we figure out the need we fill for that customer, at an emotional level, we can effectively cultivate a highly-valued customer.
Developing A Unique Value Proposition
Mon, Jul 11, 2022 — In my previous blog post “Unique Value Propositions And Their Necessity For Success”, I provided examples of value propositions in the Healthcare and Technology industries my teams and I developed. As I noted, “A value proposition must focus on features and benefits that make the product unique, and are sustainable over time. A powerful value proposition lets customers truly understand the value of your company's products and services. It helps your target customers to see how what you offer benefits them, and is their only available option.” In this blog post, we will go through each of the elements of drafting a unique value proposition, whether it is a product or a service that you and your team are providing your customers.
Unique Value Propositions and Their Necessity for Success
Thu, Apr 28, 2022 — Wikipedia defines a value proposition as “the promise that the business will give customers to assure best possible value. The value proposition is a creative statement that depicts the unique selling point. Without this statement marketers lose an opportunity to tell customers why they should pick you over the competition.” In other words, the value proposition is the fundamental reason a customer buys what your company offers.
Did you lose a big sale to “None of the Above”?
Fri, Apr 26, 2019 — “We win 15% of the projects we propose. Our competitors also win about 15%. “With the other 70% of proposals, no one wins. The prospect doesn’t proceed with anybody.” -CEO of a technology integration company Ever heard yourself saying something like that—or heard a peer say it? The status quo is often your fiercest competitor.
Disrupting Your Marketplace: Are You Ready for What the Future Delivers?
Tue, Jul 10, 2018 — In 1907 – at a time when we as a nation weren’t that far removed from receiving mail via “Pony Express”– a visionary young fellow named James “Jim” Casey borrowed the princely sum of $100 and founded a small company called American Messenger Service in his hometown of Seattle, WA. More than a few years – and millions of package movements later – Casey’s company grew into the hugely successful United Parcel Service – forever changing the way packages were delivered with frequency, and setting a new standard by which Ben Franklin’s venerable U.S. Postal Service would struggle to meet.
Finding the Value Proposition Bullseye For Your Business
Mon, Jun 11, 2018 — Recently, the management of the Tsukuba Express train line, between Tokyo and the city of Tsukuba in Japan, had a serious problem. This “problem” was grave enough to warrant a public apology and touched off a wave of social media attention, in Japan and around the world. What was this grievous issue that required a public issuance of corporate regret and captured the attention of a global audience? Astonishingly, the “offense” was one that would be lauded in about 99.99999 percent of the remainder of the world: One of Tsukuba Express’s trains had departed Tokyo 20 seconds earlier than its scheduled departure time. Worldwide reaction ranged from amazement at the commitment of the Japanese railway to service times, to surprise that such a minor deviation from precision would be headline-making news.
7 Ways Not to Screw Up Your Value Proposition
Tue, Oct 10, 2017 — Value propositions are critical to the health and growth of your business. How critical you think they are may be colored by your personal experience. For me, a value proposition is a powerful summary of who you are and what you offer. It defines what is distinct and valuable for those prospects and customers that you want to reach.
What do Dynamic Value Hierarchies and Power Windows Have in Common?
Thu, May 18, 2017 — Do you ever wonder how power windows on cars and trucks came about? Try to buy a vehicle with hand crank windows today. Good luck with that. The story of power windows is also a story about value hierarchies. Value hierarchies are graphic depictions of your value proposition. Value hierarchies are usually organized as pyramids with three tiers of value:
What do Value Propositions, Word Clouds, and Before/After Diet Ads have in Common?
Thu, Jan 19, 2017 — As consumers, we can’t miss the constant series of “before and after” adverts promoted by diet product companies. You know the ones I mean. Big and unhappy before, slim and smiling after. The long-term and continuing use of this approach can be explained by only a couple of reasons: (a) either these companies can’t think of any more creative ways of marketing their products, or (b) the ads actually work.