Why Do Competitive Advantage Models Ignore Marketing?

Why Do Competitive Advantage Models Ignore Marketing? Lately I’ve been mulling over the concept of “competitive advantage.” It seems so simple and straight-forward. It’s whatever gives you a leg up on the competition. And, indeed, that is basically what most of the definitions say. The problem is not with the concept. The problem is turning…

The Limits of Marketing

The Limits of Marketing Just about everywhere you look, there are discussions about marketing. Should marketing or sales lead the parade? Is market research dead? How to use social media for marketing. And on and on. Courses are taught on marketing. Articles are written. Speeches are given. But I have never seen a discussion of…

It’s Time to Compete on Interoperability Innovation

It’s Time to Compete On Interoperability Innovation: Apple, Microsoft, Google, Listen Up!   The following article was written by Andrew Stein, President of Pervasive Strategy Group.  Andrew is a Chief Strategy, Marketing & Sales Operations Executive.  He is a champion of pervasive strategy through fearless marketing to drive sales.  He helps market-driven companies transform into…

Small Company Marketing

Small Company Marketing Most of the economy is made up of small companies. Yet most of the discussion and literature about marketing focus on large corporations; and those that do speak to smaller companies spend their time assuming no knowledge of marketing at all (and very little common sense). Smaller companies have, basically, the same…

In Defense of Market Research

In Defense of Market Research (Sort of) Recently, I’ve been coming across an appalling number of discussions on whether market research is dead or obsolete. The simple answer is: No. It is not dead. It is not obsolete. And it has not been made redundant by the growth of social media platforms. On the contrary,…

You Know What They Say About Assumptions…

You Know What They Say About Assumptions…  Most companies think they have a pretty good handle on their marketplace, who their customers are, and why they buy from them. And, up to a point, they are probably right.  But customers are a surprising group, and often even successful companies can be missing some vital information…

Marketing Arrogance vs. Customer Opinion

Marketing Arrogance vs. Customer Opinion My favorite example of marketing arrogance comes from General Motors. A number of years ago, GM introduced a totally redesigned model sedan. Personally, I thought it was exceptionally ugly; it reminded me of a hearse. And, apparently, I was not alone in that opinion. It was a dismal failure in…

Creating a Culture of Innovation

Creating a Culture of Innovation Creating a culture of innovation is not a mysterious process whereby creativity and practicality magically merge. Nor is it something that can be created via organization charts or suggestion boxes. Creating a culture of innovation requires thought, effort, a high tolerance for change and risk, and the ability to combine…

What is a Culture of Innovation?

What is a Culture of Innovation? A culture of innovation is a culture of controlled chaos. We generally define “innovation” by its results: new products or services that can be brought to market. But the process by which successful innovation occurs is a delicate balancing of individual and group, of stray thoughts and methodical planning.…

Does Success Kill Innovation?

Does Success Kill Innovation? Economies of scale as a condition of success is a business maxim. We look for efficiencies and the opportunity to cut costs or spread them over a wider base. We seek the leverage that size brings, the power to overwhelmingly position ourselves in the marketplace and against competitors. Every entrepreneur’s dream…