School of science

Find customers’ pain points, ease them – and succeed [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2017_full_book/28″]READ THE FULL GRAPHIC VERSION[/button] How often have you heard companies talking about really understanding their customers’ needs? Company executives use phrases like ‘spend a day in the life of our customer’ or ‘customer insights’ – and debate whether the correct description of … Read more

The Ikea payoff

  Customers are deeply attached to their own creations. Clever companies sell things that consumers can shape themselves, writes Dan Ariely [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2017_full_book/16″]READ THE FULL GRAPHIC VERSION[/button] The science behind consumer motivation is sometimes counterintuitive. You might think that consumers want you – the supplier – to do as much for them as … Read more

Meet the mensch

  The new customer is emotionally intelligent, connected and urban. She will soon be omnipotent [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2017_full_book/32″]READ THE FULL GRAPHIC VERSION[/button] The new customer wants not your Plan B. She wants your Plan A, tailor-made for her. She wants your unique selling proposition mixed with your individual selling proposition. Marketing is pointless – … Read more

The decision maker is your customer

  Know how to handle – and lead – your internal client [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2017_full_book/40″]READ THE FULL GRAPHIC VERSION[/button] Every decision in your company is made by the person who has the power to make that decision. These people are not necessarily the ‘right’ person, the ‘smartest’ person or the ‘best’ person. Yet they … Read more

Retail therapy

Work with digitization and the threat of product obsolescence can be beaten, write John Bovill and Ian Turner [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2017_full_book/24″]READ THE FULL GRAPHIC VERSION[/button] Clare awakes to the sound of her favourite tracks streaming from her Amazon Echo. She slips on her smart-top and brushes her teeth while the garment calibrates and … Read more

Stop adding too much value

Leaders need to know when to shut up, writes Marshall Goldsmith [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q2_2017_full_book/34″ ]READ THE FULL GRAPHIC VERSION[/button] Leaders rise through the ranks because they’re good at adding value. Their ideas boost the bottom line, time and again. But there comes a point when a leader’s relentless need to add value to every … Read more

Electric eel or catfish? Know your audience

  Edith Sitwell, the British poet, critic and eccentric who died in the mid-1960s once described herself as, ‘an unpopular electric eel set in a pond of catfish” and anyone who’s ever pitched for business knows that sometimes, despite your best efforts, you’re the electric eel and the catfish ain’t buying. Destructive personality clashes can … Read more

Beware ‘unsubscribe’

  Don’t let the headline numbers lull you into a false sense of security, your customers could freeze you out at any time [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2016_full_book/63″ ]READ THE FULL GRAPHIC VERSION[/button] It’s the apocryphal red button. One push and… bang! You are gone. The ‘unsubscribe’ option empowers your customers and renders you just one click away from … Read more

Marshall Goldsmith: “If my clients don’t get better, I don’t get paid”

  A very wise leader, Alan Mulally, the former CEO of Ford and Fortune’s #3 greatest leader in the world 2013, once told me, “The key to your success is having great customers. If you have a great customer, your process will always work. If you have the wrong customer, your process will never work.” You probably … Read more