Every company has to make choices when it comes to how it markets and sells, and, in some cases, who it is and what it sells.
In an email exchange, Tom Grimes, the owner of a Culligan dealership in Amarillo, TX and a brilliant friend, shared with me what he's thinking about in terms of business choices.
I thought about it and based on his thoughts, here's a list of the many high-level choices businesses typically make every day. It may help you make some more conscious choices of your own:
In some cases, a business doesn't want to make the choice. It does its best to blend and balance the seesaw, hence the term "affordable luxury." This is why a lot of fast-food restaurants now offer premium menu items. It doesn't always work out.
Making conscious choices improves your ability to build and communicate value. When these choices are made unconsciously you confuse both employees and customers.
There are many more choices we make, and I'd love to hear what other choices you make, but this is a good beginning. I hope it starts some conversations at the office.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
March 19, 2014