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Randall's Resources
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Viewpoint: Pokemon Go and marketing strategy – virtual and augmented reality

Back in the 1960's, the venue of discovery was outer space, and particularly the race to the moon. In the late 1980's, Star Trek popularized the holodeck, a virtual reality simulator that people walked into and "experienced." Today, we have the Oculus Rift, Google Cardboard, and Pokemon Go.  One can debate the merits of these specific products/services, but not their potential. They each will change marketing (and our lives) dramatically, in exactly the same way the internet did a few decades ago, or automobiles did a century earlier. Imagine yourself to be Henry Ford, watching the [...]
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Price, Expertise, and Trust – revisited

Most service-based organizations compete based on Price/Expertise/Trust. But do these dimensions by themselves generate sustainable competitive advantage?  Not necessarily: to develop competitive advantage requires taking each of these items to their logical conclusion. From price to value:  Not only is competing on price usually not economically sustainable, most organizations do not want their brand to be characterized exclusively by price.  But "value" is a different story, because it incorporates the concept of ROI. From expertise to thought leader:  While expertise is requ [...]
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The Sharpest Point (2)

Have you ever listened to a presentation, and felt the signal-to-noise ratio could have been improved?  Or have you ever delivered a critical presentation, and felt that you could have done better... but you were not precisely sure how? Too often we add debris into our presentations.  These are those filler words, unrelated sidebars, and administrative notes that we unwittingly slip in.  They get in the way: debris obscures your point, distracts the listener, and extends the amount of time required to deliver your message. An earlier post illustrated this, but left the question [...]
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About 

Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at randallcraig.com and 108ideaspace.com.