Inside Apple; Freaky Friday; Goals for Glory; Best Biz Book 2011
January 26, 2012
Richard Branson; Bari Jay; White Lodging; China
February 9, 2012

Facebook’s Stand-up Meeting; More Sales Channels Win; Grew 350%; Feb 16th Webcast

"…keeping you great"


What's the impact of making the right decisions every day? Successful growth companies do not lack ideas or options – what they lack is the time and resources to do them all. One of the biggest problems is their ability to pick the right one. Attend the webcast – 2 Tests to Know You Are Making the Right Decisions to Achieve Your 2012 Plan by Patrick Thean, CEO of Gazelles Systems and author of Execute Without Drama, to gain access to simple tools that will help your team choose the right decisions. You will move faster to achieve your 90 Day, Annual and 3-5 Year Plans with the right priorities.

February 16th @ 1:00 EST Click here to register.
PLEASE NOTE: this is a Private Webcast for companies with revenue at least $10 million annually

Facebook's Stand-up Meetingcheck out today's WSJ for an article on daily stand-up meetings – they continue to go mainstream as small and large firms find the power and time savings of a short meeting to get aligned. Even Facebook is using them (big IPO news this week). Thanks to Josh Yudin, President of The Academy of Marketing, for bringing this to my attention.

More Sales Channels, More Sales
— if you face a question of channel conflict, let it go. The research is clear – the more distribution channels you have (that reach your core customer), the more sales. It's why Dell is now selling through Wal-Mart; and Apple opened retail stores. I was surprised by the number of Growth Summit registrations generated by our LinkedIn efforts. Here's a link to my latest syndicated "Growth Guy" column on the topic.

The New Experts — Bob Bloom, retired US CEO of Publicis Worldwide and author of The New Experts, points out that today's customer has three lethal weapons: Instant access to information, immense choice, and the capability to make real-time price comparisons. Result: Customers are calling the shots in today's marketplace. They want products and services available when and where it's convenient for them. Again, this is why you must be in ALL channels that reach your core customer.

Core Customer — so you don't go broke opening additional channels, it's critical you know who your core customer is – the "juicy red center" of your market as Bob Bloom refers to it – so you can target your channel strategy. Bob's book Inside Advantage is the best how-to book for figuring this out. More specifically, there are four critical decisions – decisions he helped Southwest Airlines, Perrier, T.G.I. Friday's, and hundreds of other leading brands determine when he was CEO of the third largest ad agency in the world:

WHOWho is the core customer of the enterprise. This defines the potential customers most likely to buy the product or service in the quantity required for optimal profit.

WHATWhat is the inside offering that the business will own and leverage. This tangible and emotional customer benefit is the company's inside advantage.

HOW How becomes the persuasive strategy that will convince the core customer to buy the firm's uncommon offering vs. all competitive offerings. This sells WHAT to WHO.

OWN IT! — is the series of imaginative acts that will celebrate the company's uncommon offering and make it well known to its core customer. Through these acts, the company or brand becomes what its uncommon offering says it is. It's the fun and magical part of the Growth Discovery Process.

Grew 350% in Difficult Market — since retiring, Bob Bloom has been helping growth firms nail these four decisions in a process that costs a fraction of what big firms paid (it's his passion!). Notes Paul Taylor, CEO and Founder, Webmarketing123:

"Bob's Inside Advantage process helped us bring a laser focus to who our customer sweet spot is. Today, our metrics-driven Inside Advantage is an integral part of the language we and our clients benefit from, so it's no coincidence that our revenue grew 350% in a difficult economy."

Email Bob and have someone who figures this stuff out in his sleep help you nail down these four decisions [email protected]. His website is Bob helped us at Gazelles with similar results – his approach works – and it's why I've integrated his approach into our new 7 Strata of Strategy framework.

Verne Harnish
Verne Harnish
Verne Harnish is founder of the world-renowned Entrepreneurs’ Organization (EO) and chaired for fifteen years EO’s premiere CEO program, the “Birthing of Giants” and WEO’s “Advanced Business” executive program both held at MIT. Founder and CEO of Gazelles, a global executive education and coaching company with over 150 coaching partners on six continents, Verne has spent the past three decades helping companies scale-up. The “Growth Guy” syndicated columnist, he’s also the Venture columnist for FORTUNE magazine. He’s the author of Scaling Up (Rockefeller Habits 2.0); Mastering the Rockefeller Habits; and along with the editors of Fortune, authored The Greatest Business Decisions of All Times," for which Jim Collins wrote the foreword. Verne also chairs FORTUNE Magazine’s annual Leadership and Growth Summits and serves on several boards including chairman of The Riordan Clinic and the newly launched Geoversity. He is an investor in many scale-ups. A father of four, he enjoys piano, tennis, and magic as a card-carrying member of the International Brotherhood of Magicians.