"The importance of contextual influences calls into question our industry’s obsession with target audiences. Perhaps brands should think of target contexts not just target audiences."Recordar este postal recente "Qual é o JTBD?" e este outro "Não começar sem saber qual o trabalho e o contexto seleccionado"
"Today, the rationale for all of our institutions is scalable efficiency. [Moi ici: Recordar as escolas-cidade, os hospitais-cidade, o impulso do século XX e a atracção de Mongo] We justify our institutions because it is easier and lower cost to coordinate activities across a large number of participants if they are within a single institution than if they are spread across many independent organizations.
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The way we have implemented scalable efficiency is to tightly specify all activities, carefully standardize them so they are performed in the same efficient way anywhere in the organization and tightly integrate all activities to remove those inefficient buffers across activities."[Moi ici: Como se a procura fosse uniforme e precisasse toda ela da mesma resposta uniforme e padronizada. Um clássico do "To Big To Care"]
"It is widely believed that restructuring has boosted productivity by displacing low-skilled workers and creating jobs for the high skilled." [Moi ici: Mas, e como isto é profundo] "In essence, creative destruction means that low productivity plants are displaced by high productivity plants."Agora leio "Productivity Is Soaring at Top Firms and Sluggish Everywhere Else" e recordo porque a produtividade é mais baixa em alguns países:
"Our research shows that the slow productivity growth of the “average” firm masks the fact that a small cadre of firms are experiencing robust gains. OECD analysis shows that the productivity of the most productive firms – those on the “global productivity frontier” in economic terms - grew steadily at an average 3.5% per year in the manufacturing sector, or double the speed of the average manufacturing firm over the same period. This gap was even more extreme in services. Private, non-financial service sector firms on the productivity frontier saw productivity growth of 5%, eclipsing the 0.3% average growth rate. Perhaps more importantly, the gap between the globally most productive firms and the rest has been increasing over time, especially in the services sector. Some firms clearly “get it” and others don’t, and the divide between the two groups is growing over time."E em linha com a preocupação da troika em reduzir as barreiras à concorrência interna:
"Seen from this perspective, the productivity problem isn’t a lack of global innovation. It’s a failure by many firms to adopt new technologies and best practices. Indeed, the main source of the productivity slowdown is not a slowing in the rate of innovation by the most globally advanced firms, but rather a slowing of the pace at which innovations spread throughout the economy: a breakdown of the diffusion machine. ... new firms need to be able to enter markets and experiment with new technologies and business models"
"Minimum Viable Products are optimized for learning, not scaling. This is one of the hardest things to convey to people who’ve spent their lives building to build, not building to learn.Trecho retirado de "7 things I’ve Learned About Lean Startup"
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What do you need to learn about the customer? The market? The problem? When you start with learn, it helps soften the blow."
"By adjusting the focus from products to experiences, brands are allowing luxury to continue to embody preciousness. And in terms of sales, it’s working. A 2014 Eventbrite nationwide study found that 78% of Millennials would choose to spend money on a desirable experience or event, over buying a desirable product.
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Brands need to broaden their interests and offering from being manufacturers of luxury goods to facilitators of luxury moments. And it’s not just about standalone experiences and events. In-store experiences need to have a bigger focus on curation and inspiration.
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In order to stand out in today’s new luxury landscape; brands must focus on delivering incredible customer experiences and create a value beyond the product itself.
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Of course, brands must still have a solid product offering. ... However, they need to move beyond product to be seen as luxury in today’s changing market. Brands must give their customers the opportunity to have a unique experience that embodies what they stand for."
"Josko Gravner, a third-generation winemaker, left his family’s grove in Northern Italy, close to the Slovenian border, to visit the vineyards of California. It was 1987 and Gravner, like the rest of the world, had embraced modern winemaking techniques. He had stainless steel vats for fermenting wine. He had fresh oak barrels. In California, he went on a whirlwind tour and what he tasted turned his palate. Chemical manipulation, he realized, was destroying wine. Over the years, additives had been incorporated to take the risk and the time out of winemaking. From stabilizers and sulfur dioxide to help with preservation, to a sickly concentrate of color called Mega Purple to correct the hue of reds, Gravner saw the art of winemaking devolving into a business no longer invested in what the French call terroir. And it wasn’t just America. The trend was spreading across Europe, too.
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Gravner went back to Italy and he ditched technology. He went back to the beginning. He researched the earliest winemaking techniques and learned that until around 1000 AD, wine had been fermented in clay amphorae pots. He studied the traditional winemaking of the Caucasus region in Georgia, and he endeavored to revive these classic techniques and make an honest wine without additives. Gravner would come to use wild yeasts to ferment. He left the skins of the grapes with the juice to macerate in the brew for many months and act as a preservative. Because the skins remained, no chemicals could go on the grapes as they grew. For Gravner, orange wine required great care from soil to bottling. He let nature dictate the process, taking the great risk that a batch might not turn out.
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"Here was a guy who was making world class, traditional oak style wine. He had a list of fans two miles long. To go from making one of the top Italian white wines to giving people orange wine, well it freaked everyone out," Stuckey says."
Pensem em quanto querem ganhar e pesquem menos quantidade deliberadamente, para manterem preços altos durante toda a campanha e poderem prolongar a duração da campanha.Lembrem-se:
Volume é vaidade
Lucro é sanidade.
"A recolha de leite de vaca em junho de 2015 foi 171,4 mil toneladas, o que representou um aumento de 5,2% (+4,2% em maio)."Olhando para o acumulado do primeiro semestre a recolha cresceu mais de 5%.
"it is all about the customer experience. And they don’t even have to do it for everyone. At least not initially.Trechos retirados de "Disruption Is Less About Technology. It's About Customer Experience. Disruptive CX Strategy Needs To Get Emotional"
They are putting their customers at the center of their universe; they also understand that not every company can do that (including their competitors who are many times bigger and with big marketing budget) because it will be difficult or too expensive for them to make that work for everyone. [Moi ici: Recordar aquela frase "to big to care". Os grandes não se importam não é por serem maus mas por não poderem ser tudo para todos]
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The secret is that you should start with ‘not everyone’ and identify those ‘someone who cares’. Those someones who appreciate the extra things that you do and will ultimate tell everyone about it and essentially those become the most tangible evidence of your brand promise.
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Smart companies understand that success depends most fundamentally on a few core customers and if you can tailor your customer value propositions to them and then design the experiences just for them, you’re on the right track and can achieve a new level of performance and differentiation."
"business models are like yogurt in the refrigerator— they expire, it’s inevitable."E uma das razões porque o prazo de validade expira, e com cada vez mais frequência, é por causa do aparecimento de outros modelos de negócio, com outras propostas de valor, que melhor vão ao encontro do que os clientes sentem como valor.
"Take the case of boutique gyms that charge close to $500 per month when you can sign up for most gyms for $30-$50 a month. In fact you can get an year worth of membership for less than one third of what you for a month at boutique gym. But customers are flocking to the boutique gyms, happily paying far more than what they used to pay (take that reference price). Market research says of the 54 million members of fitness facilities, 42% use boutique gyms paying premium prices. That number is nearly double of what it was the previous year.Isto faz-me recordar o termo "breakaway brand" ... outra vez, o valor não está nas coisas, está dentro de nós, na nossa pessoal e subjectiva escala de valores.
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What happened to market deciding prices? How do you get customers to pay more for what they can get for free or cheap?
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It starts with segmentation and ends with product positioning. The target segment clearly has not only willingness to pay but also enough wherewithal to pay. The goal is not market share although that could come later. The goal is give the target customers an excuse to pay their premium prices, willingly.
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if you position your new product – the boutique gym – purely for fitness the price you can charge for it is determined by the price of alternatives available to the customer.
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On the other hand if you expand the job to be done beyond fitness – more like make fitness as included freebie while you focus on higher order jobs the alternatives shift and hence the price points shift.
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If the job to be done is therapy or a social outlet the alternatives are prices are much higher price point than just gym membership. The visit to gym becomes more than aboring routing, it is an experience that creates sense of belonging. So the boutique gyms get to signal the higher price point and set a price just low enough below the alternatives to get customers to pay.
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Market does set prices for alternatives. But you get to choose which alternatives you want to be compared against by positioning your product for the right customer job to be done."
