Transform or Die: The Growth Transformer's Roadmap
We live in an era of opportunity. The rules for how we lead our businesses are being rewritten. Some companies are transforming growth. However, others are stuck in neutral or at a crossroads. Their leadership teams are frustrated tired of detours and dead-ends. Many are ambitious with good options. Others face a burning platform where there is a threat to their business's very existence. In most cases, the road forward is blocked by the relentless urgency of the day-to-day.
How small experiments transform business growth
Uber, Netflix or Amazon. Love or loathe these ‘newer’ companies, they are transforming industries. The decisions they face are uncertain and risky. However, they seem to get more right than wrong.
Unlike companies who weep at wasted six figure sums, these ‘newer’ companies succeed in using small, dirty but disciplined experiments to make better decisions. Implementing experimentation is tricky but the benefits are transformative.
Three steps to more referrals
Companies go to great lengths with sophisticated marketing campaigns offline and online. Yet many buying decisions and new relationships are made through referrals. Most companies don't manage this in a structured way. Through structure and discipline, it is possible to win more sweet spot business, more cost effectively.
Plan your market entry or you may find your Waterloo!
When Napoleon Bonaparte said "Victory belongs to the most persevering" he might well have been talking about the constrasting fortunes of companies entering new markets. The statistics are stark - for every successful market entry, about four fail.
So what are the 'battles' in market entry and how can you beat the odds?
How Zappos Used Customer Experimentation to Drive Growth
When Nick Swinmurn founded online shoe store Zappos in 1999, he could have invested in market research, a 'wow' website and warehouse logistics, like many of his dot-com contemporaries. He could also have crafted a business plan with hockey stick projections to hook an investor. Yet he took a different approach...
Getting your story straight - not so innocent!
There are two sides to messaging: creating and delivering. Message creation is crucial - you have to nail what makes you different to your competitors and explain it in clear, engaging terms. But in our experience, although message creation is hard, where a lot of companies fall down isn't creation, but delivery.
Show me the money!
Many companies don't measure their value in quantifiable terms, but instead make unsubstantiated claims for their product or service. If you want to grow your business, build a repeatable process for measuring the value which you create - i.e. how much money you make or save the customer.