TECHNIQUE: SWOT Analysis revisited

TECHNIQUE: SWOT Analysis revisited

Most people in business are familiar with a SWOT Analysis. You list the internal Strengths and Weaknesses of your company, as well as the external Opportunities and Threats. It’s a useful tool in planning. However, it’s sometimes used in place of planning. Try this...
(Not) playing by the rules

(Not) playing by the rules

The underlying fundamental of strategy. Never play someone else’s game. Once you play by someone else’s rules, you’ve already lost. All strategies boil down to finding ways to change the rules in your favor. From a marketing perspective, you can apply this to a number...
Model – Discovering your Differentiating Value

Model – Discovering your Differentiating Value

The “Unique Value Proposition” (UVP) has been a foundational principle in marketing for decades. Essentially, it is a short statement about the value you provide a consumer that differentiates yourself from your competitors. Unfortunately, value propositions often...
Marketing Exercise – War Games

Marketing Exercise – War Games

Developing strategies to beat your competitors is an important activity for all marketers.  However it can be obfuscated by staid analyses and CYA internal politics.  This exercise provides an outlet for your team to utilize their knowledge of your industry and the...
Exercise – Pruning your Target Audience

Exercise – Pruning your Target Audience

In order to maximize potential sales, we often make the mistake of trying to reach the widest audience as possible. Who’s your ideal customer? Well, virtually anyone could use our product.  So men and women age 18+.  The problem with this strategy is that you have to...