What business are you really in?
Theodore Levitt posed this question back in 1960 in Marketing Myopia.
People don’t just buy products, they look for things that can improve their life, make working easier, spend more time doing the things they love.
Rather than saying, ‘look at what our product can do’, how about flipping that to ‘here’s what you can do with our product.’
For instance, LinkedIn says, ‘be great at what you do’. Evernote promises you that it will ‘remember everything.’
What would you do to broaden your company objective.
We’re now into the final stream of shows, where we start the Review section. Hope you’ve been enjoying it so far this year, we’re not quite done yet.
Enjoy the show.