June 19, 2019

Do You Have a Clear View of Your Market?

You may know your company inside and out, but it is much more difficult to know the moving pieces in the industry around you. By industry knowledge, we don’t necessarily mean well-worn metrics like annual forecast demand or largest buyers, though these are important. Rather, we’re referring to a deeper knowledge of the market’s ins and outs: current and future players, underlying trends, weaknesses, and possible disruption points. While it may seem like a lot of work to stay up-to-date on market forces and your competitors, it’s definitely worthwhile to maintain a macro-level perspective of business activity occurring around you and your company.

Read More

June 6, 2019

Are You Winning Your Marketplace, and Do You Know Why?

Keeping Your Competitors in Check Everyone has competitors, and most companies think they have a good feeling for where they stack up against their competitors via tracking sales, viewing data, and other metrics. However, if your company is winning your marketplace, do you know why? And, more importantly, do you know if your competitive advantage is sustainable in the long term?

Read More

June 6, 2019

A Marketer’s View of Design Thinking and Why It Works

Design Thinking is Not Just for Design Teams As a career marketer with a great passion for innovation, I was very excited by and curious about the concept of Design Thinking when I first started to read about it. At the same time, I was a bit skeptical. It seemed to be perfect and logical for developing new and innovative products, but I wasn’t convinced that it could be used beyond this application. Therefore, when I had the opportunity to be involved with a weeklong Design Thinking session to support its facilitator, I took the chance to see this process at work.

Read More