Sublime

When you’re a repeat player, when your world is your business and your business is your world, it’s all about long-term relationships. In any negotiation I believe in leaving a little bit on the table. And in any relationship I believe in sharing the stakes.

create sticky products that help keep customers from switching to our competitors’ offerings. Once a customer, whether a business or a consumer, has adopted a sticky solution, there are considerable costs associated with switching to a new solution, traditionally called switching costs.

It's quite common for me to meet business owners who don't have a strong front-end product that really snugly matches what their audience most wants. This is often called ‘product-market fit’, although I think it might be better rephrased as ‘product-audience fit’. But, yeah, I know it doesn’t sound so good.

the way to get into people’s minds, hearts and wallets is still to deliver value. And segmentation and personalization are top tactics to raise that value.

‘The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.’

The emphasis here is on high value to customer, which includes not just the core product itself, but also the extensive “envelope” of other benefits which surrounds it. Nonetheless, costs must remain within acceptable levels.

Our tagline at maslansky + partners is “It’s not what you say, it’s what they hear.”®