Tag Archives: marketing

Companies Don’t Innovate, Markets Do

companies don't innovate markets do

Illustration by Christian Laborin

One of the reasons big companies can’t innovate is they grow inert and can’t match the dynamism of the market. Markets are dynamic, companies are not. It’s very hard for companies to match the velocity, variance and selection of markets. As a business leader, a good question to ask yourself is: Are we changing as fast as the world is changing?

The most common answer is no.

How Startups Slay Giants

Killing giants

Illustration credit Christian Laborin

Slaying giants is fun, almost every new disruptive company slays a giant or two. Last week I had a chat with a team based in Puebla Mexico working on a cool augmented reality application for museums. They asked for my thoughts on their app and business model, I happily answered their questions. One of those questions comes up every time I talk with startups: How do you protect yourself from giants who might copy your idea?

What your startup makes should give your customer superpowers

One of the hardest things to do when defining what your business does is explaining it in the simplest of terms; the key challenge is distinguishing between features and benefits. The reason that this is so vitally important is that, in the words of User Onboarding: “People don’t buy products; they buy better versions of themselves.”

The Difference Between Customer Needs and Wants

The Difference Between Customer Needs and WantsUnderstanding the difference between a customer’s wants and needs is a major key to succeeding in business. Often what a customer wants is diametrically opposed to what they need. As a businessperson, your job is to give the customer what they want. Helping them to understand what they need is also important. However, it’s not your responsibility to convince customers to get what they need. Businesses make money by satisfying their customers. Often it’s easier to sell them what they want than what the need. So that’s where businesspeople should primarily focus their energy.

What large companies still don’t get about marketing innovation

Though we are fairly well into the internet economy where brands can communicate directly with customers in a variety of ways through social networks, one belief from the old order still holds true: incumbent brands believe that in order to win the hearts and minds of customers, that they can out-market upstarts that gain loyalty through the great products and services they deliver.

There are only a handful of companies that can both make great products and advertising. We continually marvel at products and services from visionary companies like Apple, Google, Uber and others who gain our loyalty the product and service excellence; you can actually feel their dedication.