Consistency ensures that the competitive advantage of activities accumulate and do not erode or cancel themselves out. It makes strategy easier to communicate and improves implementation through single-mindedness.
Michael Porter, management guru
Category: Quotes
Relevant, distinctive & true. B2B value propositions…
“A proposition is the answer to the question ‘give me one good reason why I should buy your product’ … A good proposition has three factors: 1) relevance to your target audience; 2) it’s got to be distinctive from what the competition are saying; and 3) it’s got to be demonstrably true. It’s about understanding your customer, your competitor and your product.”
Simon Hayhurst, Coleman Parkes B2B Research
Actually be different, not the same
Preach 👏🏻
People make the mistake of thinking that the people on the stage are defining something. But what happens if no-one turns up?
Noel Gallagher – singer, songwriter & guitarist – Oasis
Very often the biggest challenge for a communicator is not in providing a meritorious case but in convincing recipients to devote their limited time and energy to considering its merits.
Dr Robert Cialdini
The key to investing is not assessing how much an industry is going to affect society, or how much it will grow, but rather determining the competitive advantage of any given company and, above all, the durability of that advantage.
Warren Buffet
There’s only one not-so-secret formula that I know: do good work and share it with people.
Austin Kleon, writer and artist
Bullmore on Levitt on Benefits
“We all know what you make – but are you as certain what your customers are buying?
Simple as it sounds, it’s a constructively difficult question to answer.
You make expensive pens, but … Bullmore on Levitt on Benefits
A goal without a plan is just a wish
Les Binet & Sarah Carter, authors – How Not To Plan
If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list
David Abbott, advertising legend
Bite-Sized Marcomms 