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Tonight is the night when you become a category of one

Posted on October 26, 2007 by Sarah Eaton.

"Why strive to be a leader in your category when you can create a different category and be the only one in it?"  In this review of the Executive Book Summary, we examine Becoming a Category of One by Joe Calloway.

Joanna McKeon

Individuality is typically one of the most revered characteristics of a person, so it comes as no surprise that companies, too, benefit from developing a unique personality.  In Becoming a Category of One, Joe Calloway emphasizes the importance of finding your company's own niche.  Among his many tips, the author highlights an important lesson: Branding is not as simple as hiring an advertising and design
team.  Your company's brand "resides in the minds of your customers” and represents the ability and willingness of your company to follow through with promises.  Finding your company's own niche would garner positive results, but it demands equal parts belief and drive.

Jeff Sanchez

Becoming a Category of One speaks mostly of companies positioning themselves differently to be more appealing to their customers.  But there are no real outcomes of the summary’s suggestions. It reiterates the importance of customer relationships which practically every Executive Summary touches on, and it lays out strategies and plans without the back-up of concrete examples. It would be more interesting if it included facts and examples that show success.

Kevin Grant

With the reviews of these Executive Book Summaries, I always try communicate the positive overall message.  This review, however, seemed to regurgitate the same three steps: Know what your company is, keep the focus of what your company is, engage people (internally and externally) with that focus.  I completely agree with almost everything the summary offers, but it seems like it only touches the surface and hesitates to engage the reader with specific examples.  The summary is a good place to get your feet wet, but not enough to feed your interest in becoming a category of one.

Kathryn Regina

There seems to be an over-arching problem with business books, in that they often offer platitudes without specific procedures that a company can put to use in a tactical way. This summary shares that problem, but it does have a few useful insights. The point I found most interesting in the summary is the example of how LensCrafters has branded itself as a company and an employer. LensCrafters’ mission statement is “giving the gift of sight to those who have the least and need [LensCrafters] the most.” The idea is that customers see LensCrafters as more than a commodity, and employees feel like they have a purpose beyond a bottom line. I don’t know if LensCrafters has been successful, but that’s a smart strategy for any business.

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PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

October 26, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (0) | TrackBack

The BI Marriage: Accuracy with Strategy

Posted on October 17, 2007 by Kevin G.

I was reading a great article today about setting up a solid BI system for mid-to-large sized companies. 

Garry Garis, author of the article notes, “You do not get a second chance to be wrong and these companies know that their credibility is vital to sustaining customer relationships and ultimately, profitability.”The foundations of a BI system must be solid if anything is able to be built upon it.  The accuracy of information is key. 

Being able to effectively leverage information to make better business decisions is a powerful strategy if done correctly.  Knowing where you get your information, how it is processed and to who it should go to is only half of the battle.  Garis offers some key points on how to ensure you have a solid strategy with your accurate information.

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October 17, 2007 in Brand enhancement, build credibility, Building B2B Relationships, Building Customer Community, Building Customer Intuition, business credibility, Business editorial, business magazine, Business Marketing, Business newsletter, Business publications, Business relationships, company newsletter, company newsletter sample, Company newsletters, Company publication, Corporate Blogging, corporate magazine, Corporate newsletter, Corporate publications | Permalink | Comments (3) | TrackBack

Let Customers In

Posted on October 11, 2007 by Sarah Eaton.

This week, we review the book summary of Outside Innovation by Patricia B. Seybold.

Jeff Sanchez

In Outside Innovation I don’t see what is so ‘groundbreaking’ about creating products/services through the customers’ point of view and adjusting them to meet customers’ needs. I feel it should be a necessary practice to thrive in the consumer market. At any rate, Innovation does give some nice examples with Lego and Threadless.com’s success. Companies are realizing that their own consumers know best about how to make the products their peers want and they’re capitalizing on it. Vans, Converse and other shoe companies are also taking note and letting the consumer take control.

Kevin Grant

This summary, Outside Innovation, discusses how customers should be top in a business’ development team.  After identifying the five customer roles – Lead Customer, Contributor, Consultant, Guide, Promoter – the summary identifies different ways companies can let these innovators have an impact on the present and future.  Much of the summary is powered by the notion that customers are willing to consume products that help reach their goals.  Instead of telling a customer what they want, the winning companies have open sources for comments, critiques and research to identify the main customer goals and how a business can take shape to fit their needs.  By allowing customers to have an impact, future customers see a business as an intuitive element in their lives.

Kathryn Regina

Here’s another book summary about encouraging customer feedback. In the words of the summary, “Outside innovations is a process of engaging directly with lead users and passionate customers to harness and commercialize their ideas and to codesign solutions that will better meet their needs.” An example that the summary gives is Lego’s program that allows customers to design their own Lego characters. Letting your customers lead your product innovation is a good idea—the trick is making it work for your company.

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What's a tag?

PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

October 11, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, Newsletter solution, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (2) | TrackBack