Our firm is helping a select few industrial manufacturers grow during this recession and their leaders will tell you, $1.9 trillion is sitting on the sidelines right now for reasons other than uncertainty.
Entrepreneurship and innovation are founded on the marketing management of uncertainty and risk. Remove either, and you are not a marketer, you are a hopeful participant.
Winning manufacturers use marketing and branding to capitalize on the uncertainty of both their competitors and their prospective customers, by defining competitive advantages and strategically leveraging these advantages to solve the needs of a market segment -- even when that segment doesn't yet KNOW it has needs you can solve.
Some observations about uncertainty...
• Uncertainty is proportional to product complexity.
• If your product is close to becoming a commodity, then you are feeling very uncertain right now.
• If you are a manufacturer of more complex products that flow from a genuine depth of innovation and other sources of potential value, then you should be feeling CERTAIN that you are going to crush your competitors coming out of this recession.
If the marketing and selling of complex products were easy, you wouldn't have a sales force or reps or system integrators or distributors. You would have an e-commerce web site and your prices would be listed for all to see.
And THAT is the definition of business uncertainty.
jb
www.centrifuge-now.com
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment