You’ve probably heard how important systems/processes are to your business, and most likely you have lots of systems now. Examples might include how you market, sell, deliver your product/service, do your accounting and so forth. And if you’re like most business people, you may have run into some process/system challenges. Here’s a few symptoms: You get asked the same questions, over and over; you keep dealing with the same mistakes; you find yourself asking “How the heck did that happen?” or you find yourself doing things that you hate doing but you have to because…
Digital is kind of a big deal these days. This year, digital advertising spend will surpass television for the first time in history. And by 2021, digital is forecasted to represent a whopping 50 percent of all ad spend, with television down to just 33 percent. While this growth is truly amazing and a great opportunity to acquire more customers, it creates additional pressure for businesses large and small.
At the heart of both companies’ products is photo-catalytic conversion. That technology relies on a titanium dioxide compound that becomes a highly effective air purification system when it’s exposed to ultraviolet light. Unlike traditional air filters, the technology doesn’t capture pollutants. It destroys them, turning them into water and carbon dioxide.
Four decades ago, a new employee likely expected to spend their entire career with the same company. As the years passed, they might rise through the ranks and receive enough on the job training to succeed in their role. Neither employee nor employer gave much thought to continuing an employee’s education. For this generation, there was a social contract between employers and employees. Loyalty was valued, and it went both ways. Companies rewarded longevity and loyalty and employees put company priorities before their own. It was also industry-standard for companies to offer pensions to attract and retain valuable employees.
Creating profit in business is linked not only with our economy, or with the owners’ decisions, or with the success of the salespeople, or with the skill of the marketing reps—it’s really tied most closely with the way that owners think about business, money and profitability. From an insiders’ viewpoint, I’d like to share with you several key steps to energize your business, find new ideas and insights and connections, and become more profitable than ever.
What is marketing strategy? In a nutshell, a strategy is a plan that defines the best way to communicate with the people who should receive your message. For Pepsi, part of their strategy may have involved using a trending current event to highlight their product. For Nivea — well, I honestly have no idea what strategy led to “white purity.” I just don’t.
An entrepreneur who launches a software company can get down to work about any place that has a table, a chair and decent wi-fi access. But what about entrepreneurs with great ideas for hardware, the things that exist in the real world? Where will they find the tools they need to create a prototype? And perhaps more important, how will they learn to use the tools?