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No-profit zones come in various forms. They can be a part of the value chain (e.g., distribution in computing); they can be a customer segment (e.g., the Medicaid segment in healthcare, or the grocery segment in carbonated beverages); they can be an entire industry (e.g., environmental remediation); they can be individual customers (e.g., Wal-Mart
... See moreAdrian J. Slywotzky • The Profit Zone: How Strategic Business Design Will Lead You to Tomorrow's Profits
One Metric That Matters (OMTM). OMTM is a single metric that we prioritize as the most important to drive decisions depending on the stage of our product lifecycle and our business model. It is not a single measure that we will use throughout our product lifetime: it will change over time depending on the problem area we wish to address. We focus o
... See moreJez Humble, Joanne Molesky, • Lean Enterprise: How High Performance Organizations Innovate at Scale
Often a good positioning will have several PODs and POPs. Of those, often two or three really define the competitive battlefield and should be analyzed and developed carefully. A good positioning should also follow the “90–10” rule and be highly applicable to 90 percent (or at least 80 percent) of the products in the brand.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
The most efficient, most productive, most useful aspect of branding is creating a new category. In other words, narrowing the focus to nothing and starting something totally new.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
When the cost to develop a new product is fixed (and, usually, high) and marginal costs of manufacturing after development are low, the best way to maximize profits is to improve the chances that the product will achieve very high volume levels. With these economics, it is better to be the dominant leader in a few products than to support average p
... See moreAdrian J. Slywotzky • The Profit Zone: How Strategic Business Design Will Lead You to Tomorrow's Profits
Many competitors do not have much of a design, shaping each of their elements around some imagined “best practice” form. Others will have more coherence but will have aimed their designs at different purposes.
Richard Rumelt • Good Strategy/Bad Strategy: The difference and why it matters
The Law of Category - If you can't be first in a category, set a new category you can be first in.
The 22 Immutable Laws of Marketing.
Every department inside a larger business is essentially creating a product or service of some kind, and would benefit from thinking about the category it serves and how the department and its offering plug into that category.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Le positionnement contre les leaders ou les façons reconnues de faire les choses peuvent faire économiser beaucoup de marketing, de relations publiques, de promotion et de coûts publicitaires,