Your Business Story – How to Base it on Reality for Success

One of the incredibly interesting things about humans is our ability to make up stories.  Many of the hallmarks of civilization are really no more than this.  Government, the economy and money are all based on stories we have made up – and agreed to – over time. A business can portray many of the […]

Specialty Strategies Online – How to Court the Upscale Digital Buyer

Over the years, I’ve seen companies amplify their success by focusing on a clearly specialty or clearly commodity strategy.  In simple terms, a commodity strategy involves targeting customers whose primary decision making factor is price.  The specialty strategy simply involves targeting any factor but price.  The specialty strategy leads to lower volumes in most markets.  […]

Digital vs. Brick and Mortar:  Hybrid Strategies

Digital marketing strategy – the hybrid strategy is one of the most powerful. In the past few articles, I’ve written about how brick and mortar companies can handle digital competition, and vice versa.  One of the most powerful strategies in each of these situations is the hybrid strategy.  When a company uses both digital and […]

This is How Online Businesses Can Compete with Brick and Mortar

Strategies for Beating Online Competition

Many believe that brick and mortar retail shops cannot compete with hyper efficient online retailing with rapid delivery.  Although efficient online competition does make it harder to be profitable, brick and mortar stores can compete successfully. One reason this idea is untrue is the inherent assumption that all markets are commodity markets, rewarding only those […]

Digital Competition – Why It Makes Things More Difficult

So many industries face upheaval because of new technology right now that it’s probably easier to list those that aren’t.  Technology is changing our worlds in many ways, but I’d like to examine one that affects everyone:  market access.  This is simply the ability for you to connect with customers, and vice versa. Historically, industries […]