In the previous story, I asked you to set your political convictions aside for a moment, and look at this years’ primary and election process with an objective eye. Think back to the original pack of politicians that started the primary season… and accept the idea that of all those candidates, we might just have the least typical Republican and the least established Democrat to choose from this November. (I hope I have made that point in the most non-partisan way possible!)
Implications: Do you offer all of the most typical products and/or services in your category? Do you offer anything that is not typical of other companies in your category? Does it matter that you offer the best products/services in that category, if people are fed-up with the category, overall?
Is your category at risk of being “fired” by the consumer entirely? (If you fly, think travel agents. If you have a bank account, think Prosper.com. If you’re a former Blockbuster customer, think Netflix.)
If your category is broken… is your company (or department) small enough to fix it? Or will you wait for consumers to fix it for you?
Early online activism can be evidence that dominating in a category can be irrelevant… if that category has failed to remain relevant. Little web sites great places for grassroots ideas to spawn, if you’re a consumer. If you’re a company, they’re great places to identify consumer needs that you may not have discovered yet the big, old-fashioned way.
Mike Anderson
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment