03/23/2024
Gaining Market Advantage: What People Do, Not Buy
“The challenge entrepreneurs and salespeople have is that we live in a ‘sea of similarity,'. The product differences between one brand and another have been shrinking for years.”
That presents a clear problem.
“If your product is not different in a way that matters, then no amount of marketing or sales spin will get consumers or customers to purchase."
Source: “Seeing The How: Transforming What People Do, Not Buy, to Gain Market Advantage,” Allen P. Adamson, a branding expert, Forbes.com columnist, adjunct professor and co-founder of Metaforce.
Other insights:
1. “Finally, consumers are likelier to share a new experience than a new product online,” Adamson details. “‘Hey, I no longer have to go buy razor blades. Dollar Shave Club sends them to me before I run out.’
“The need to communicate and sell is reduced because consumers do the work for you on social media.”
2. “Diversity brings strength to seeing and seizing on opportunities that others have yet to notice...” He elaborates on why he is an advocate and advisor for this type of mindset.
“If your team grew up in the same neighborhood, went to the same schools, watch the same streaming television shows, use the same brands, etc., they see the world similarly,” he says. “If everyone ‘sees’ the world the same in your ‘bubble,’ you will never have fresh or different eyes and never ask, ‘hmm, I wonder what would happen if we did something different.’”
3. Entrepreneurs, service businesses and large companies communicate something specific to their markets when they focus on experiences.
“If you focus on experience innovation, you communicate that you understand your customer better and are committed to improving their lives,” Adamson points out.
https://ci-magazine.com/author-conversations/gaining-market-advantage-what-people-do-not-buy
Allen P. Adamson, co-founder of Metaforce talks with Communication Intelligence about gaining a strong business foothold and market advantage in his new book, “Seeing The How: Transforming What People Do, Not Buy, to Gain Market Advantage."
