Archive for December, 2010

Robert and I have interviewed hundreds of wildly successful business leaders. In so doing, we have identified many wonderful stories and some surprising ironies. Case in point: using customer input. The truth is that every successful business leader has, during phases of rapid growth, effectively tapped into the mindset of their key customers and turned that knowledge into well-targeted, relevant and innovative products/services.

But, — and here is the irony — once companies get to a certain size, age or complexity— that customer insight, which was at the very core of the business success, isn’t actively pursued anymore. The result of being disconnected from customers isn’t too surprising: less innovation, longer sales cycles and eroding customer service. And, of course, the business consequences quickly follow including: higher customer acquisition costs, loss of ground to competitors and the loss of the most important employees.

That’s why for BusinessCast #180, we sat down with Fuse Marketing Group’s Director of Digital Strategy, Jeff Pontes. Jeff and his team help companies map out practical ways of harnessing customer input to ensure on-going product/service (and process) innovation. Jeff helps work through thorny issues such as:

• What kind of products/services lend themselves to integrating customer input
• Where in the product/service development cycle customer input should be used
• What aspect of product/service development should use customer input

Jeff also shares key insights about how to leverage social media tools to target, gather and integrate customer input.

Listen to BusinessCast #180 and you’ll get tips to help you stay connected with the true source of your on-going business success: your customers.

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If you’re like most entrepreneurs, your focus on achieving growth probably is on acquiring new customers/clients. And, while that is certainly an essential path to success, there is one path that is often overlooked: establishing strong strategic alliances. Using this method wisely can yield exponential growth as well as a host of other benefits including: product/service innovation, increased profile and expanded networks.

That’s why for BusinessCast #178 Robert and I sat down with Hadley Archer, the “architect” behind establishing, sustaining and growing strategic alliances for the World Wildlife Fund (WWF-Canada) — an organization that has systematically leveraged these kinds of special relationships with outstanding success.

In BusinessCast #178, Hadley succinctly addresses the following questions:

• How do you know if/when establishing strategic alliances is a good strategy?
• Where do you start in establishing the right strategic alliances?
• What are the key measures of success for strategic alliances?
• Who in a company should establish and sustain strategic alliances?

If you are looking for new ways to achieve growth, make sure you listen to Hadley’s insights found in BusinessCast #178.

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