In the simplest sense, marketing has a direct role in market strategy, participation strategy, and enabling the success. Because of their unique role and perspective on the business, marketing owns or is heavily involved in the strategy of the business, and often drives the decision-making process of how to address commoditization issues.

In our line of work, we often see companies which innovate past the point that customers need or will pay for. 

We have seen this phenomenon in almost every B2B product group.

The cause?  A mistaken belief or assumption that companies can compete only through continuous innovation which is translated as continuous product differentiation.  At a certain point this leads to product over-engineering – too many features, product bloat, unnecessary complexity, and product extensions which customers dislike.  Technology replaces common sense.

During the first stage of the Customer Intimacy Journey it is important to create and deliver solutions that have a visible impact with your clients. 

 As you know, terms like “solutions” and “customer intimacy” are overused in the management consulting industry, and I believe often mean too little.  In this blog, we’ll try to distinguish our thoughts with not-so-clever use of the terms True Solutions™ and Intimacy Engine™.  I want to talk about what True Solutions™ are and how it is crucial to the building of the Intimacy Engine™ business model.

What puts the Customer Intimacy journey at risk? Under investment is the answer. 

It will require: money, time, effort, attention, adjustment (things never work as planned), and most of all perseverance.   Something to always keep in mind – think about the transformation as pushing something through a brick wall – if you push just a little you still have the rest of the wall to go through. If you push fast you have less to go through.  Let me be clear it can move fast and you can have great success in the first year – but you would have to invest heavily in new offers, acquisitions, talent, talent development etc.  Also remember the longer it takes the more likely the company will lose interest and find reasons to stop.

Anything worth doing is, by definition, challenging and requires fortitude. How do you keep the organization focused and maintain the momentum?  

Let’s keep in mind that companies have difficulty focusing for long periods of time and (like children) want immediate gratification. Therefore you and those who are like minded must be responsible for getting them on the journey and keeping them on the path.  

As we mentioned earlier there will be natural forces within the company that will work against its success – normal, but they can be destructive, as we see in many public cases of organizational transformation attempts.

Internecine warfare is a common reaction when you set about changing your business model. It’s not simply a go-to-market adjustment.  When building a customer intimacy business model, their are several unique attributes that cannot, and must not, be compromised:

The Customer Intimacy journey requires focus for an extended period of time, and even when companies take the long view, living through the natural disappointments of this size of business model transformation can discourage the best organizations. 

Thus, the importance of gaining a shared view of the business cannot be overstated.

There is no consistent way for organizations to absorb and adopt truth. But, I think understanding what they need – depending on type of organization and driver of decisions – helps in gaining a shared view.

The challenge for any significant change initiative is maintaining motivation and focus throughout the effort. Most change initiatives fail because of this very issue. Both individuals and corporations suffer from this phenomenon – personal improvement (like weight loss) is difficult because the change in habit must be maintained for a long period of time without … Continue reading “The Customer Intimacy Journey: A Blueprint for Change”

What’s wrong with driving your business using the historic S-curve (innovation) model?  The innovation model has virtually dominated all literature, organization design, sales training, and investment strategies since the world economic boom following World War II. This is the common and erroneous management belief that we can continue to grow our business by improving current … Continue reading “The Sustainable Advantage: Shifting Mindsets and Business Models from Innovation to Customer Intimacy”