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Make It Happen Tipsheet

  • Email List Quality

    Email List Quality

    Jack Welch, the former CEO of General Electric, is regarded as one of the most successful business minds of all time. At one time, he held that the bottom 10% performers across his business should be fired, and replaced with new people. The reasoning was that since they were at [More]

  • Apple’s Trust Disclosure as a Competitive Advantage

    Apple’s Trust Disclosure as a Competitive Advantage

    While this graphic (source: Reddit) shows the differences for messaging platforms, the difference is just as stark for browsers (Chrome vs all others), and search (Google vs all others.) And Android (vs iOS). And Google Assistant and Alexa (vs Siri). The question, however, isn't how "good" or "bad" a particular [More]

  • Losing Trust with Creepy Tracking

    Losing Trust with Creepy Tracking

    Perhaps even worse is the notification that pops up on your phone from a retailer or service provider when you go to a particular location. Many people are completely unaware that many "loyalty" apps track your location, sometimes 24h/day, then send that information to data brokers, who cross-reference this with [More]

  • Trust, Pain, and Price

    Trust, Pain, and Price

    Trust and Pain:With low trust and low pain, there is no need, and therefore no business that is available. And as the pain grows, high-trust competitors will scoop the business. With high trust, the spectrum is more palatable: the business is yours, with the proviso that price would reflect the [More]

  • Monetizing Thought Leadership: Client Journeys

    Monetizing Thought Leadership: Client Journeys

    The journey can be characterized in four stages: from “I don't know this person”, to “I think they are an expert”, to “let's give them a try”, to “let's engage them”. (This is my Trust Curve™ model of awareness, preference, trial, commitment. More details at https://www.randallcraig.com/insight-unpacking-the-trust-curve.) The idea is that the [More]

  • Tactical Relationship Building: Give to Get

    Tactical Relationship Building: Give to Get

    The question though, is what happens when there isn't any interest. When you don't have the solution right then and there. Has all of your marketing effort and investment been a waste? Should one simply "give up" and move to the next prospect? Or... is there an alternative. (There is.) [More]

  • Reducing Your Costs with Partnerships

    Reducing Your Costs with Partnerships

    Downstream delivery partnerships: These are partnerships that focus on what happens "after" the sale. This could include implementation assistance after selling a software license, compliance monitoring after an audit, or outsourced web hosting after the development of the website. This type of partnership allows your organization to leverage specialist skills [More]

  • Digital Transformation: Toolmaker Strategy

    Digital Transformation: Toolmaker Strategy

    Here are three clues: As bread becomes more popular, more flour gets used. As more people travel by train, more train engines are required. As more transactions happen online, credit card payment gateways process even higher transaction volumes. Similarly, one transformation pathway is to become a tool provider for other [More]

  • Digital Transformation Strategy: Direct to Consumer

    Digital Transformation Strategy: Direct to Consumer

    The fundamental flaw in this approach is that the manufacturer has no idea about the end customer. Nor does the manufacturer even have a relationship with the retailer. While it is true that the largest manufacturers make “direct” deals with the largest retailers, they still have no idea who the [More]

  • Digital Transformation Strategy: Vertical Integration

    Digital Transformation Strategy: Vertical Integration

    In service-based businesses, the same is true: every person either adds value, or adds value to someone (or to a process) that adds value, all in service to creating a deliverable for an end client. Welcome to Michael Porter’s Value Chain. Traditional transformation strategy often looks internally at the processes [More]

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