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it’s about the customer, not you!

  • Blog
  • Barri M. Blauvelt, CEO
Do you know your customer well enough? If not, then what are you doing and why are you doing it? I am reminded of the Lean Six Sigma principal: If what you are doing is not driving customer value, then by definition it is waste. One of the most important tools we share with in our hallmark marketing course, MARKETING PLAN IN ACTION (MPIA) is “Innovara Attribute Map”. This tool and process is relatively easy to do. More importantly, it quickly highlights whether you do or don’t know your customer (and competition) as well as you think you do.

Even if you are only somewhat certain, the next phase of doing the exercise is even more helpful: to prioritize primary, secondary, and defensive strategies for your own company and what are likely to be those of the competition.

Finally, we apply the acid test: What is the risk of being wrong? If the risk is low, and it is clear that your strategies are most likely to be the best that you can pursue, then you probably can proceed. However, if the risk is high, take the time to do the customer insight research. Importantly, however, you now know specifically what to do the research on.

For further information about Innovara’s marketing training, including the Marketing Plan In Action training program, please click here.

If you are in Asia, we will be holding two open training seminars for Marketing Plan In Action in Thailand in May and Shanghai, China in June. For more information on these open training seminar events please contact the local Innovara offices or trainers. Mr. Hsiang for Innovara Greater China and Mr. Leelatian for Innovara Thailand.