mbi Marketing

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Creativity and Innovation

Hey gang … You know, it isn’t that often that I come across people who understand the [game-]score. My background is in technology & project management — I guess that ‘history’ would put me in the “reliability” side of Martin’s (2007) graph. I decided I’m schizophrenic. My design stuff generally involves out-of-the-box applications of ‘reliable‘ components or technology. Lots of my peers grew-up in an expanding market; by implication their/our perceptions were formed with a focus on Martin’s validity

Including Design in Business


Design in Business, Roger Martin (2007).

I like this explaination, it unfolds some possible reasons behind a lot of curious project outcomes I’ve seen and others we’ve all hear about. I’m sure. Why didn’t ‘that’ on-target’ concept fly?

Martin offers five strategies each for business (reliability) types and marketing (validity) types to engage when talking to each other.

Reliability focus Validity focus
1. Welcome Design unfriendliness, as a Design Challenge. Reliability unfriendliness, as a Core (Management) Task.
2. Empathise with Design unfriendliness Reliability unfriendliness
3. Speak the Language of … Reliability Validity
4. Share Use analogies and stories Present data and reasoning; NOT conclusions.
5. Bite-off the … Smallest-bit to generate a proof of righteousness Biggest-thing (you can afford) to risk failing.

Innovation is needed to keep afloat. I’m not saying “to be ahead“. Design and creativity are essential for 21st Century sustainability and survival. You might also be interested in Roger’s 2009 economic outlook comments. W I S H

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1018 July, 2009 Posted by | business, customer, marketing, Product, value | Leave a comment

Sharing the Love [product]

This is a quick spot, because life has been happening all around me recently. My big news is I am newly married again. Paradoxically, the title is mercenary and has nothing to do with my emotional state. Interested?

The Share-the-Love vision comes from a friend of mine, and in her case she wanted to see something like an ‘business orchestra’ model.

Where the cellists don’t attempt to blow trumpets. A community based ‘business ecology’ where the flautist wasn’t given a kettle drum to play!

What would your orchestra sound like if the talented people were not playing their instruments? How would your favourite band or singing group sound if they randomly swapped instruments or parts?

Share-the-Love … works like this. You love playing rhythm guitar. Your buddy loves to drum, and she knows someone who has a great voice and another dude who plays double-base. Cool, because if they all like similar sounding music and have fun together, we have the core to start a pretty wicked musical combo. Now think businesses, think about your business idea!

You or your product(s) are ‘great rhythm guitar players’, in your field or product category. You may even write great songs, and harmonies. Are you an accountant or bookkeeper? Are you a marketing person, a paralegals or even a business manager too? Would you be a great ‘rhythm guitarist’ if you spent your relaxation playing guitar, or if you read a business magazine?   ‘Hullow!’

Share-the-Love …is like this.  You love what you do; share that. You don’t like bookkeeping; then find a bookkeeper who loves keeping the books.  Share your love of what you do with the bookkeeper who loves what she/he does!

Do unto others what that other would have you do; unto them.

[… As always, do for betterment, not for harm.]

Money?  Yes, I’m saying the ‘money’ is a number you give mr or ms bookkeeper that says “I love what you do, $50 an hour.” As a quick spot, I won’t expand this now.  Let it soak in, and bounce around a bit.  I’d really LOVE a bit of conversation in the comments.  Because this is just a ‘seed‘.

What do I get for my $50 of love?  A free Thursday night to read my daughter a bedtime story, instead of trying to figure out how to balance that wretched Accounts Payable (for example).  In the words of a famous promotion; $100 to get the books done; quality time with daughter — Priceless.

One final thing, because mbimarketing is about your marketing.  Your product is your supply-chain as much as it is your service or tangible package.  The Beatles sold “love, fun and individuality” they never sold records.

How do you decide who to share your love with?  Choose people who love or (rather) admire what you do,  and love what they do.  Share-the-Love with people who will in turn Share-the-Love.

Let it bounce around.  I reckon I have over a million reasons this makes sense; it always did.  Some how culturally we lost track of it; kill or be killed doesn’t include your ‘team mates’ and ‘potential team mates’.

Your aim ought to be creating a Champion Team. (Not a team of champions).  Be there for each other :: Share-the-Love.

W I S H

2358 April, 2009 Posted by | content, customer, e-marketing, message, Personal, Price, Product, Uncategorized, value | , , , | Leave a comment

Optimal Customer Service [product]

Maximise market opportunities


(“Very Small Business“, ABC, 2009)

There is a saying:

The only good deal is one where both sides are happy.

1354 February, 2009 Posted by | customer, location, marketing, Place, Product, value | , , | 1 Comment