Quote

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.

Michael J. Silverstein

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Michael J. Silverstein
Age: 69
Born: 1955
Born: January 1
Author
Consultant
Moving
Violent
Giant
Take
Major
Markets
Many
Caught
Giants
Thing
Steps
Leap
Differences
Moves
Incremental
Small
Companies
Leaps
Company
Innovation
Trap
Turns
Majors
Traps

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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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Business operators that really deeply care about their employees and consumers deliver the right response every day.
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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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Companies that get in trouble have a failure to see two realities: market trends and competitor attacks.
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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 armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.
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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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Respond to your customer's dissatisfactions with precision and power.
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Define a winning proposition that is consumer right and delivers margin accretion.
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The top 25 at every company really set the tone. Everyone watches them. They need to be present and focused. No slackers at the top. They need to meet in combination every recruit. They need to meet them on the first day. They need to teach by example. This is the lesson that great companies teach.
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The choices we make define our future.
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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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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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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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People underestimate the power of the Internet. For some consumers, it is the source of all information. Younger adults are on their phones more than they watch television. They don't read newspapers. It is their real world. It is not a set of virtual lenses.
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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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People need to be inspired. They need to hear and believe a story. If you want them to be self-motivated, you need to engage them.
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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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Too many companies are happy to have workers to dread working. They have the wrong attitude because they have the wrong leadership.
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Truth is so difficult to hear about. It must be experienced.
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