Published inBootcamp·PinnedProduct-centric or Product-led? It’s not the same.I’ve long advocated for customer-centric marketing — not the fluffy “customer is always right” flavor, but the discipline of customer centricity evangelized by Wharton marketing professor Peter Fader and others in recent years. In his book, Customer Centricity: Focus on the Right Customers for Strategic Advantage, Fader writes: “Customer centricity…Product Management3 min readProduct Management3 min read
May 12, 2019The Elevation of Product LeadershipProduct has long been one of the four “Ps” of marketing, along with Price, Promotion, and Place (distribution). As digital services have become a pervasive part of modern life, the Chief Product Officer title has similarly grown in popularity. …SaaS4 min readSaaS4 min read
Jan 14, 2017Minimum Viable Brand Experience in Customer CentricityMinimum Viable Brand Experience in Customer Centricity In my last blog post, I pointed out that Low Value Customers are Not a Problem to be Solved. I stated that “Any time your salesperson or customer service rep spends time making a low rCLV [residual customer lifetime value] customer feel great…Marketing4 min readMarketing4 min read
Jan 9, 2017Advice for Entrepreneurs Stuck in “Real Jobs”For any number of reasons, there comes a time when many entrepreneurial-minded people decide to take on “real jobs.” These folks have great energy, and I have hired a number of them over the years for exactly that reason. They are driven, passionate, and they can be valuable to an…Startup5 min readStartup5 min read
Jan 2, 2017TECH TALK (VIDEO): CUSTOMER CENTRICITYA couple months back, I had the opportunity to present to a packed room at Skookum in uptown Charlotte. It was my first run with this new deck, but the response to the material was highly positive. Check it out!Marketing1 min readMarketing1 min read
Dec 29, 2016Low Value Customers are Not a Problem to be SolvedCustomer centricity can reveal the insights necessary to determine which customers should get the premium treatment, and which should not. Specifically, a business would be best served by reserving its most outstanding service for those with high residual customer lifetime value (rCLV, the aggregate value of a customer’s future transactions…Startup4 min readStartup4 min read
Nov 30, 2016The 4 Ps of Customer Centric MarketingTraditional marketing is composed of the 4 Ps, which include product, price, place, and promotion. Briefly, promotion is what most people perceive as marketing, and it involves the communication of a value proposition to potential buyers. Product includes to the the attributes and characteristics of what is being sold. Price…Marketing3 min readMarketing3 min read
Feb 16, 2016Sales Prevention as a Signaling StrategyMarie Forleo talks about Sales Prevention on a recent ilovemarketing.com podcast, and my mind is racing. I’ve advocated this concept for a long time, but I’ve never come close to articulating it as well as she has. Sales prevention as a powerful growth strategy, because: It grabs serious attention to say “no” among a sea of “yes.” Those not turned away feel even more special. Brutal honesty is refreshing.Sales1 min readSales1 min read
Oct 21, 2015The Purpose and the Promise: a loose framework for strategic product thinkingThis is a loose framework for strategic product thinking that has served me well over the years. It is a tool that can help narrow down the world of what you could do into what you should do. …Product Management5 min readProduct Management5 min read
Oct 8, 2015The Customer Lifetime Value Formula is FlawedIf you’ve been to business school, this equation should look familiar: It is the formula for calculating customer lifetime value (LTV or CLV). It fits nicely on the back-of-the-envelope for simple math. It is also wrong. …Marketing3 min readMarketing3 min read
