Quote

Better ramp up your virtual relationships. Companies think omni channel is the correct answer. This is not enough. The information explosion for consumers makes 24/7 and full and complete engagement possible.

Michael J. Silverstein

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Michael J. Silverstein
Age: 69
Born: 1955
Born: January 1
Author
Consultant
Makes
Relationships
Virtual
Better
Complete
Explosion
Enough
Answer
Explosions
Think
Answers
Channel
Thinking
Information
Engagement
Full
Correct
Company
Consumers
Omni
Possible
Companies
Ramp

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Respond to your customer's dissatisfactions with precision and power.
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Take giant leaps. Too many companies are into incremental innovation. The only thing that moves markets is violent turns. Major differences. Don't get caught in the trap of small steps.
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The most effective CEOs have a primary source for tracking their markets. They meet with their teams frequently enough to keep innovation flowing, to reduce and focus costs, to be energized. They create a tight agenda and they set high goals.
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Failure to make the tough but necessary choices means slow painful death.
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I believe in classic ideas. They are timeless. They are forever. There are many fads in management.
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For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are odd but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.
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Consumers are time constrained, budget restricted and less loved than they would like. Give them a wonderful experience and they will share it. Capture their soul and win big time.
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A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big uh huh. The curious cut the data by quintile, by segment, and by user.
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Find out what schismogenesis means. Schismogenesis is anthropology. It says relationships between people are not stable. They are either moving up or moving down. The same is true for brands. You need to understand where you are.
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Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, six-word story - a la Ernest Hemingway: For sale: baby shoes, never worn.
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You need to have sufficient resources against your priorities. Your eyes have to be open every day.
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Companies that get in trouble have a failure to see two realities: market trends and competitor attacks.
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Truth is so difficult to hear about. It must be experienced.
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The choices we make define our future.
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Define a winning proposition that is consumer right and delivers margin accretion.
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I admire many entrepreneurs. They bring energy, excitement, youthful enthusiasm. What they lack in process, they make up for in gumption.
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Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.
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Original research starts all inspiration. Get inside the head of the consumer. Understand their needs, hopes and dreams. Deliver to their expectation. Have your team do the work. They will then have the framework for the solution. If they believe and they understand, the results will be their results.
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Woo your biggest fans. This rule says concentrate your efforts at understanding on the 2 percent of consumers that personally drive 20 percent of sales and invite their friends and colleagues to enjoy you.
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Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important characters. Because, you know, they really are.
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