Stop getting in the way of people who want to give you money.June 30, 2017 / Podcast # 17-26
Friction is an unfortunate part of life but it can be overcome. Jeff Rosenblum, co-director of the new documentary The Naked Brand, joins us to talk about the various kinds of friction we encounter and how brands can remove what is stopping their customers from making purchasing decisions.
Making your writing better for everyone.May 12, 2017 / Podcast # 17-19
Most industry writing is, let’s face it, boring. Anelia Varela, US Director of The Writer, has made it her mission to change that. Listen in for her tips on how to make your business writing simpler, more effective, and stand out from all your competition. Also make sure to check out the archive of our on-demand webcast with Anelia here!
How to stay true to your mission while adapting to changing times.March 3, 2017 / Podcast # 17-09
Customers needs are always changing. Even the most universal products get updated and each brand has to figure out how to change with the times. Leonard Sherman, author of If You’re in a Dogfight, Become a Cat!: Strategies for Long-Term Growth, joins us with lots of examples of companies doing it right and some of the ones who got it wrong.
Don't be afraid to get disruptive.December 2, 2016 / Podcast # 16-34
Today on Edgewise Geoffrey Colon, author of the new AMACOM book Disruptive Marketing, joins us for a freewheeling conversation about music, technology, ethics, and taking the fear out of failure.
Using limited resources to build a strong brand.September 30, 2016 / Podcast # 16-25
Social media is taking over marketing and it can be hard to keep up but you don’t have to be Coca-Cola to make a splash in digital marketing. Nick Westergaard, author of the new AMACOM book Get Scrappy, is here to talk about how to figure out a strategy that will work for you and your company no matter what size. You’ll be able to work smart, not hard, and do more with fewer resources.
Get your points across and be memorable.May 15, 2015 / Podcast # 15-10
Want to be remembered? Become a great storyteller and you’ll be unforgettable. It’s actually easier than it sounds, with great tips for finding the storyteller in yourself in the newly revised edition of Annette Simmons‘ classic Whoever Tells the Best Story Wins.
How to keep up with the changing marketing demands.July 12, 2013 / Podcast # 13-14
Chip Bell, author of Managing Knock Your Socks Off Service, discusses the changes in customer service and the tradition ideas of the customer. With the arrival of new technologies such as the Internet, customers are now more frugal then ever and expect their shopping experience to be top notch. Internal company relationships tend to affect how the company interacts with their customers, which has led to the trend of employers hiring employees who are knowledgeable in the products they sell because.
How one company focused on analytics for massive shareholder profit.May 31, 2013 / Podcast # 13-11
Thomas Davenport, business analytics expert, believes that analytics are an important decision-making tool for all levels of an organization. Everyone has received credit card offers in the mail from Capital One but not everyone realizes that our response to those offers is carefully monitored. If a 12.9 percent balance transfer offer doesn’t generate a response, soon a 12.8 offer will arrive in the mail. If a red envelope doesn’t get someone’s attention, soon a blue envelope will arrive. Capital One doesn’t stop there, continuing to keep track of their customers so they know that it is a valued customer on the phone to close their account and that they should be transferred to a customer service specialist right away who can make deals and keep the customer. This focus on analytics even on the front-side of the company has returned more value to Capital One shareholders than any other company in the United States. That is just one example of a company using analytics to help make faster, more informed decisions.
Social media is the go-to tool for businesses to connect to their customers. However, many businesses use the wrong type of social media or lose sight of with is important to their business model. Join Jeremy Goldman, author of the book Going Social, as he talks about the traps and pitfalls a business may face when trying to establish a social media presence. Remember social media is just a tool, donâ€™t lose sight of your business and give in to the hype.
Using Customization to Renew CommoditiesAugust 24, 2012 / Podcast # 12-17
Joe Pine, co-author of The Experience Economy, and the brand new book entitled Infinite Possibility joins us on Edgewise to explain the balance between commoditization and customization in progression of economic value. Amazon and Wal-Mart are just two companies that have used transformation as a tool to successfully guide customers to change by using their experiences. Companies such as these are commoditizing goods so they can sell at higher volume and lower cost to the consumer. He outlines three phases of transformations that are required to sustain transformations through time, which include diagnosis, using a set of experiences and following-through. Not only are these transformations crucial to a business setting but can be useful in our personal lives as well.
Joe Pine is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is co-founder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings.
For additional training on this topic, consider these AMA seminars:
*Pricing Strategies â€“ Capturing and Sustaining a Competitive Advantage
*The Psychology of Management: Why People Do What They Do
*Measuring and Maximizing Marketing ROI
To learn more, read these AMACOM Books:
*The On-Demand Brand, by Rick Mathieson
*New Directions in Supply-Chain Management, by Tonya Boone, Ph.D., Ram
*One Foot Out the Door, by Judith M. Bardwick, Ph.D.