A few weeks ago, I wrote a post about the 30 Things Your Customers Care About Most. I summarized a study that was published in the August 2018 issue of Rotman Magazine where the authors presented “The Elements of Value” model for consumers and for business to business.
That post described the Business to Consumer model while this post summarizes the Business to Business Elements.
The B2B Value Pyramid
According to the authors and their research, there are 40 fundamental building blocks of value in the B2B model. These 40 elements organize nicely into a four level Maslow Hierarchy of Needs pyramid. They are shown in the diagram below and, for the most part, the model is quite easy to follow.
The book review for this week is Linchpin by Seth Godin.
Godin is simply an outstanding author and this book proves it once again! Linchpin describes how each of us needs to approach how we deliver our unique genius to the marketplace. Linchpins are the mapmakers of society. They are the people who drive our world forward through the application of their skillsets and talents. Each of us needs to strive towards this mindset and build our organizations to create and develop Linchpins.
My takeaway from this book is that everyone can be a linchpin. Godin suggests that we need to do the following seven things in our quest to become an indispensable linchpin:
We have all heard of the “horsemen of the apocalypse” and the overwhelming devastation that they bring!
I recently attended a keynote by Wes Gay, marketing guru and regular contributor to Forbes, in which he painted a fairly scary picture of how our marketing communication looks to the general public. He was suggesting that poor communication in marketing campaigns is equivalent to unleashing the “horsemen of the apocalypse” on our businesses!
To his point, one does not have to look too far to find some massively destructive communication campaigns. Things like:
- Kenneth Cole and their 2011 Twitter message (in the midst of the Arab spring movement); “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online.” This message was retracted but there was damage done!
- The Coke fiasco around New Coke and Classic Coke back in the 1980’s. Did these new flavors mean that the old Coke was no good? This market communication fiasco was so monumental, we still talk about it today!
- How United Airlines responded by blaming the victim after social media showed smart phone video footage of a passenger being violently dragged off a flight. The public was stunned by United’s response and their stock price was impacted immediately.
- The Adidas’ tweet after the 2017 Boston Marathon “Congrats, you survived the Boston Marathon!” This was probably an innocent mistake and message was retracted quickly but not without brand damage.
- Dove airing a commercial that showed a black women turned white after using a Dove product. If you saw and understood the complete context of the advertisement it was probably fine. However, it was easily taken out of context and Dove was forced to pull the ad.
Wes Gay goes on to say there are four things that may seem innocuous at the time but can prove to be devasting to you and your organization. He calls these the 4 Horsemen of Marketing Communication
The 4 Horsemen of Marketing Communication
He defines the 4 Horsemen of Marketing Communication as:
Customer first service mantras have been around so long that we are sick of hearing about them . . . until we personally go through a new dismal customer service experience and are reminded how important the customer experience really is!
The truth is that business leaders must not only build a customer centric culture in their organization but they must constantly maintain this culture. It only takes one bad experience to tarnish a company’s reputation which can take years to rebuild!
My Honda Experience