Category Archives: Strategy

Competitor Analysis To Differentiate Your Business

Competitor Analysis To Differentiate Your Business
 If you’re trying to grow a business, you know that it’s important to understand the market. Actually doing this might seem difficult, even overwhelming—but it doesn’t have to be. Over the past few posts, I’ve given you a step-by-step guide for making sense of each part of your market ecosystem: your company, your customers, and…
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Using Customer Interviews to Get Inside Your Customers’ Heads

Using Customer Interviews to Get Inside Your Customers’ Heads
Your business’s “sweet spot” helps you determine where your differentiating capabilities lie. It also helps you find which type of customers are the best fit for you. The customer evaluation chart described in the last post is a useful tool to understand your “sweet spot”—but it can be limiting in that your perspective is the…
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Using The Right Tools To Select Customers

Using The Right Tools To Select Customers
Last entry, we introduced the “3C Needs Map.” This chart helps you compare what you offer to what competitors offer and what customers want. The areas where the circles overlap reveal where your business’ “sweet spot” lies—and where, on the flip side, your competitors win out. The center of the chart shows the “table stakes,”…
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Growing Sales By Charting Needs

Growing Sales By Charting Needs
Legendary management consultant and author Peter Drucker once said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Drucker is considered the founder of modern management and although I agree with his quote, reality can be a little more complex. Yes, it…
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