Define a winning proposition that is consumer right and delivers margin accretion.
Michael J. SilversteinTime is a big enemy. Companies have a tendency to drift and to do what was successful yesterday. CEOs need to set a high goal, enforce a time-based output scheme and stay connected all the way down in their organization. They have to do this sincerely every day, everywhere.
Michael J. SilversteinCompletely understand the customer by seeking an intense, complete and empathetic understanding.
Michael J. SilversteinThe top 25 at every company really set the tone. Everyone watches them. They need to be present and focused. No slackers at the top. They need to meet in combination every recruit. They need to meet them on the first day. They need to teach by example. This is the lesson that great companies teach.
Michael J. SilversteinTake an expansive view of the consumers needs and expand beyond your current boundaries.
Michael J. SilversteinThe starting point is to create a qualitative understanding of market drivers. You need to get into the head of the consumer and be able to tell her story. It is both art and science. The purpose of the market map is to define dissatisfactions, hopes, dreams and fears. Winning solutions respond to the distinct and specific needs of a group of consumers.
Michael J. Silverstein