Thinking Like Your Customers Should be Job Won

brainAt this point, knowing what your customers are thinking about should be second nature to you. If it’s not, then here’s what you need to do to get back to what made you a success when you first started.

Begin with your “Strategy Positioning Statement” that you need to develop if you don’t have one already. One that I use all of the time comes from Geoffrey A. Moore from when he was a principal and partner at Regis McKenna, Inc.

For (target customers)
who (have the following problem),
our product is a (describe the product or solution)
that provides (cite the breakthrough capability)
unlike (reference competition),
our product/solution (describe the key point of competitive differentiation).

Here’s an example for an Internet marketing company we’ll call PLUS A:

For business owners and business executives
who depend heavily on Website marketing,
PLUS A provides Website development and marketing
that drives business development with online marketing programs.
Unlike any other provider of Website development and marketing,
PLUS A has made a no-compromise commitment to achieving
its clients’ business goals.

If your business depends on luck, you’re in trouble. If it depends on knowing what your customers want and delivering it to them, you’re in luck! Because that is the key ingredient to all successful companies. They know what their customers want and need and they deliver it to them in the ways that they prefer to receive it. In the end, it’s not luck that’s important. It’s understanding your customers as well as you understand yourself.

Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit How can he help solve your branding issues?

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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