The Road to Value (Part 2)
In The Road to Value (Part 1) I revealed a powerful way to lead a changing or emerging industry by developing a roadmap that delineates the way to create and capture value in that industry. The post showcased market-based benefits to doing this leading work. It also referenced the internal value that could be gained inside the company architecting the roadmap. Internal value is the focus of this post. A value roadmap can provide a number of sustainable benefits inside the company that invests in the effort. The capabilities section of the value roadmap showcases the gaps between what the...
read moreThe Road to Value (Part 1)
Much is written about value. Even more is said about it. Value just might be the most overused word in business today. At the organization level, we hear about customer value, shareholder value, and enterprise value. At the department level, Product Management wants its products to be perceived as good value not high cost. Sales wants to sell from value rather than feature/functions. And, Marketing is measured on the value of leads and brand equity. Even support departments like Finance, IT and HR strive for value. Finance wants positive returns of value for capital deployed. IT must...
read moreThe Brand & The Business Model
I am sure you would agree that people don’t often put ‘brand’ and ‘business model’ in the same sentence. While both are critical to the success of a company, they are often seen as different and separate. Does that make sense – especially in an era where vision, velocity and precision must go hand in hand? I think not. Before you introduce marketing and sales best practices into a company, you need to FIRST transform the brand to the business model or the business model to the brand. Skipping this step wastes tremendous resources downstream — not to mention the loss of time...
read moreHave We Become Anti-Social?
Social media is everywhere, in every industry and on every device. Its usage is astounding, really. Reports document that Facebook, Twitter, and other social networks are not only growing exponentially, they are the first and last places people go every day. For all of our fascination with social media, I ask, have we become anti-social? Sit in any office environment and what do you see? People with their eyes glued to their computers. Alone. Peer inside most cars on the road and who is there? A driver. On the phone. What forms of communication are most prevalent? E-mail. Texts. Posts....
read moreThe Signals of Change
You’ve embraced the opportunity that could alter how your company is valued. You’ve initiated a change program to re-position your company to win. What steps can you take to powerfully signal to the marketplace that something is indeed different? Here are some actions that will signal change. All of them, by the way, are completely in your control: Install new leadership in the executive suite – especially in the areas of product, sales, or marketing Introduce either a new or drastically improved product Sign up an impressive list of partners – be they on the product or...
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Thomas Butta
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