In a world of rapid change, what won’t change is where you build a business strategy. These are the constants that anchor your brand, and where you invest your innovation.
In a changing marketplace you don’t have a map to guide you to success. It’s like crossing the Sahara. The dunes are constantly shifting and changing. To cross the Sahara you use a compass, landmarks, and local resources to navigate the terrain and get to your destination. This is an excellent metaphor for growing your business.
How many demand generation programs should a company have? As many as they can manage. In the early days of Amazon, Jeff Bezos gave his staff a clear metric for demand generation. They could buy as many new customers as they wanted provided the acquisition cost was $33 each or less. The goal is to invest in as many programs as you can that profitably generate new business.
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