Companies sell products to a broad variety of industries and customer segments, and it’s often hard to know where to focus the sales, marketing and product development efforts. Who should you listen to and who should you be chasing? Within your target market, there will be customers that are “ideal” you. They buy quickly, […]
The past couple weeks have been a crazy time – millions are getting sick, cities are on the verge of shutdown, and firms are having all non-essential personnel work remotely. COVID-19 has certainly changed the way many are living and working all over the world. As my firm and project team have adjusted to working […]
It is said that to really understand somebody you have to walk a mile in their shoes. Analysing a customer journey, from prospect to buyer, allows the business to step into the customer’s shoes and experience the whole process from their perspective. Professor Bernd Schmitt of Columbia Business School is credited with creating the concept […]