Users Not Customers

Who Really Determines the Success of Your Business

Author: Aaron Shapiro

Publisher: Penguin UK

ISBN: 0670920975

Category: Consumer satisfaction

Page: 243

View: 737

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Boardrooms are adapting to a new and brutal reality; there is no such thing as an offline business. And if you don't embrace digital, you'll be out of business altogether. Blockbuster, AOL, Yahoo and Borders were all unstoppable, but they didn't see the new economic order coming. Google, Facebook, Groupon and Twitter barely existed at the turn of the millennium, but are now rocketing ahead. Aaron Shapiro is CEO of HUGE, the digital agency which runs websites handling 150 million users a month and bringing in $1.2 billion a year. He thinks constantly about the most pressing issue: how can businesses use digital to thrive? The businesses who are now roaring ahead put the interests and the digital experience of their users - employees, partners, media - ahead of everything else, including their paying customers. In a world were we are all users, you have a choice. You can be sure that people are part of your digital ecosystem, or you can be irrelevant. 'A must-read for anyone seeking to integrate digital experiences with their products and services' Ramon Casadesus-Masanell, Harvard Business School

Nimble, Focused, Feisty

Organizational Cultures That Win in the New Era and How to Create Them

Author: Sara Roberts

Publisher: BenBella Books

ISBN: 1942952147

Category: Business & Economics

Page: 336

View: 9343

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Leaders have talked about the importance of corporate culture for decades, but the success of iconic companies like GE, Apple, and Google shows how culture is a strategic lever that can be utilized for driving growth, change, and innovation. In this new age of globalization, rapid technology shifts, and constant disruption, the 21st century marketplace is more volatile and uncertain than ever. To thrive, businesses need a new kind of emphasis around culture. Sara Roberts, former CEO and founder of Roberts Golden and a seasoned executive consultant to dozens of Fortune 500 companies and CEOs, sees how flourishing companies—from established market leaders to the surprising upstarts—share three distinct attributes: Nimble: They are much faster and more agile than ordinary organizations Focused: They use their sense of purpose as a lens to understand and meet the needs of customers and markets Feisty: They play big and act bold to capitalize on advantages and out-muscle the competition For successful companies in this new era, culture is not about playing defense but about going on offense. It’s purposely designed, leveraged, and honed to deliver value and drive growth. In Nimble, Focused, Feisty, Roberts provides not only a look into what these organizations are doing differently but also a blueprint and framework so your company can create a cultural strategy to thrive in the new era.

Business Trends in the Digital Era

Evolution of Theories and Applications

Author: Xiaoming Zhu,Bingying Song,Yingzi Ni,Yifan Ren,Rui Li

Publisher: Springer

ISBN: 981101079X

Category: Business & Economics

Page: 230

View: 1051

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This book introduces 10 mega business trends, ranging from big data to the O2O model. By mining and analyzing mountains of data, the author identifies these 10 emerging trends and goes to great lengths to explain and support his views with up-to-date cases. By incorporating the latest developments, this book allows readers to keep abreast of rapidly advancing digital technologies and business models. In this time of mass entrepreneurship and innovation, acquiring deep insights into business trends and grasping opportunities for innovation give readers (business executives in particular) and their companies a competitive advantage and the potential to become the next success story. The Chinese version of the book has become a hit, with some business schools using it as a textbook for their S&T Innovation and Business Trends programs. It also provides business executives with a practical guide for their investment and operation decisions.

Absolute Value

What Really Influences Customers in the Age of (Nearly) Perfect Information

Author: Itamar Simonson,Emanuel Rosen

Publisher: Harper Collins

ISBN: 006221568X

Category: Business & Economics

Page: 256

View: 9272

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Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies. How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118167775

Category: Business & Economics

Page: 243

View: 5818

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Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.

Do You Want to Keep Your Customers Forever?

Author: Joseph B. Pine,Don Peppers,Martha Rogers

Publisher: Harvard Business Review Press

ISBN: 163369142X

Category: Business & Economics

Page: 96

View: 3637

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This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a "learning relationship." Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever. Since 1922, Harvard Business Review has been a leading source of breakthrough management ideas-many of which still speak to and influence us today. The Harvard Business Review Classics series now offers readers the opportunity to make these seminal pieces a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world-and will have a direct impact on you today and for years to come.

The Business of iPhone App Development

Making and Marketing Apps that Succeed

Author: Dave Wooldridge,Michael Schneider

Publisher: Apress

ISBN: 1430227346

Category: Business & Economics

Page: 408

View: 9304

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The phenomenal success of the iPhone and the iPod touch has ushered in a “gold rush” for developers, but with well over 100,000 apps in the highly competitive App Store, it has become increasingly difficult for new apps to stand out in the crowd. Achieving consumer awareness and sales longevity for your iPhone app requires a lot of organization and some strategic planning. This book will show you how to incorporate marketing and business savvy into every aspect of the design and development process, giving your app the best possible chance of succeeding in the App Store. The Business of iPhone App Development was written by experienced developers with business backgrounds, taking you step-by-step through cost-effective marketing techniques that have proven successful for professional iPhone app creators—perfect for independent developers on shoestring budgets. Although there are a few iPhone app marketing books on the horizon, they appear to tackle the subject from purely a marketer’s perspective. What makes this book unique is that it was written by developers for developers, showing you not only what to do, but also how to do it, complete with time-saving resources and ready-to-use code examples. No prior business knowledge is required. This is the book you wish you had read before you launched your first app!

The Everything Store

Jeff Bezos and the Age of Amazon

Author: Brad Stone

Publisher: Little, Brown

ISBN: 0316219258

Category: Business & Economics

Page: 384

View: 9298

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"An immersive play-by-play of the company's ascent.... It's hard to imagine a better retelling of the Amazon origin story." -- Laura Bennett, New Republic Amazon.com's visionary founder, Jeff Bezos, wasn't content with being a bookseller. He wanted Amazon to become the everything store, offering limitless selection and seductive convenience at disruptively low prices. To do so, he developed a corporate culture of relentless ambition and secrecy that's never been cracked. Until now. Brad Stone enjoyed unprecedented access to current and former Amazon employees and Bezos family members, and his book is the first in-depth, fly-on-the-wall account of life at Amazon. The Everything Store is the book that the business world can't stop talking about, the revealing, definitive biography of the company that placed one of the first and largest bets on the Internet and forever changed the way we shop and read.

Code Halos

How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business

Author: Malcolm Frank,Paul Roehrig,Ben Pring

Publisher: John Wiley & Sons

ISBN: 111889166X

Category: Business & Economics

Page: 256

View: 5698

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Harness "Code Halos" to gain competitive advantage in the digital era Amazon beating Borders, Netflix beating Blockbuster, Apple beating Kodak, and the rise of companies like Google, LinkedIn, and Pandora are not isolated or random events. Today's outliers in revenue growth and value creation are winning with a new set of rules. They are dominating by managing the information that surrounds people, organizations, processes, and products—what authors Malcolm Frank, Paul Roehrig, and Ben Pring call Code Halos. This is far beyond “Big Data” and analytics. Code Halos spark new commercial models that can dramatically flip market dominance from industry stalwarts to challengers. In this new book, the authors show leaders how digital innovators and traditional companies can build Code Halo solutions to drive success. The book: Examines the explosion of digital information that now surrounds us and describes the profound impact this is having on individuals, corporations, and societies; Shows how the Crossroads Model can help anticipate and navigate this market shift; Provides examples of traditional firms already harnessing the power of Code Halos including GE's "Brilliant Machines," Disney's theme park "Magic Band," and Allstate's mobile devices and analytics that transform auto insurance. With reasoned insight, new data, real-world cases, and practical guidance, Code Halos shows seasoned executives, entrepreneurs, students, line-of-business owners, and technology leaders how to master the new rules of the Code Halo economy.

Disciplined Entrepreneurship

24 Steps to a Successful Startup

Author: Bill Aulet

Publisher: John Wiley & Sons

ISBN: 1118720814

Category: Business & Economics

Page: 288

View: 8267

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24 Steps to Success! Disciplined Entrepreneurship will change the way you think about starting a company. Many believe that entrepreneurship cannot be taught, but great entrepreneurs aren’t born with something special – they simply make great products. This book will show you how to create a successful startup through developing an innovative product. It breaks down the necessary processes into an integrated, comprehensive, and proven 24-step framework that any industrious person can learn and apply. You will learn: Why the “F” word – focus – is crucial to a startup’s success Common obstacles that entrepreneurs face – and how to overcome them How to use innovation to stand out in the crowd – it’s not just about technology Whether you’re a first-time or repeat entrepreneur, Disciplined Entrepreneurship gives you the tools you need to improve your odds of making a product people want. Author Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship as well as a senior lecturer at the MIT Sloan School of Management. For more please visit http://disciplinedentrepreneurship.com/

Jobs to Be Done

A Roadmap for Customer-Centered Innovation

Author: Stephen WUNKER,Jessica WATTMAN,David Farber

Publisher: AMACOM

ISBN: 0814438083

Category: Business & Economics

Page: 224

View: 4575

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Successful innovation doesn’t begin with a brainstorming session—it starts with the customer. So in an age of unlimited data, why do more than 50% of new products fail to meet expectations? The truth is that we need to stop asking customers what they want . . . and start examining what they need. First popularized by Clayton Christensen, the Jobs to be Done theory argues that people purchase products and services to solve a specific problem. They’re not buying ice cream, for example, but celebration, bonding, and indulgence. The concept is so simple (and can remake how companies approach their markets) — and yet many have lacked a way to put it into practice. This book answers that need. Its groundbreaking Jobs Roadmap guides you through the innovation process, revealing how to: Gather valuable customer insights Turn those insights into new product ideas Test and iterate until you find success Follow the steps in Jobs to Be Done, and you’ll arrive at solutions that are both original and profitable.

The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing, 4th Edition

Author: Roman Hiebing,Scott Cooper,Steve Wehrenberg

Publisher: McGraw Hill Professional

ISBN: 0071745572

Category: Business & Economics

Page: 704

View: 6099

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The planning guide marketers have relied on for two decades—updated and expanded For more than 20 years, The Successful Marketing Plan has been the marketing professionals’ go-to guide for creating plans that define and fulfill the needs of their target markets. In this substantially revised and expanded fourth edition, Roman Hiebing, Jr., Scott Cooper, and Steve Wehrenberg outline how to develop proven objectives, strategies, and tactics that deliver the bottom line. Separating the plan into 10 market-proven, manageable components, The Successful Marketing Plan explains how to: Find the data you need to develop your plan Identify growth target markets Set realistic sales objectives Position your products through a strong branding program Condense your plan into a workable calendar of activities Arrive at a realistic budget and payback schedule Evaluate and test the plan’s effectiveness The authors of The Successful Marketing Plan have made extensive revisions to more than 50 percent of the book’s content—from a new planning model to a more user-friendly business review section to a complete revision of the strategy chapters including a new message strategy chapter. Plus, the book contains completely updated chapters on advertising, media content, and interactive communications, in addition to updates in information sources, planning charts, and the Idea Starters appendix, which has more than 1,000 tactical ideas tied to specific objectives. Great marketing begins with a great marketing plan. Use The Successful Marketing Plan to build a focused “real-world” marketing plan that will enable your company to thrive and grow in today’s cost-conscious, winner-take-all competitive arena.

Why Startups Fail

And How Yours Can Succeed

Author: David Feinleib

Publisher: Apress

ISBN: 1430241411

Category: Business & Economics

Page: 196

View: 5626

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For the want-to-be entrepreneur thinking about taking the leap, the boot-strapped entrepreneur trying to energize a business three or four years in, and the venture-backed entrepreneur trying to scale, Why Startups Fail shows you the key mistakes new ventures make—and how to avoid them. Nearly everyone has an idea for a product they could build or a company they could start. But eight out of 10 new businesses fail within the first three years. Even only one in ten venture-backed startups succeeds, and venture capitalists turn down some 99% of the business plans they see. The odds appear to be stacked against you! But entrepreneurs often make the same avoidable mistakes over and over. Why Startups Fail can help you beat the odds and avoid the pitfalls and traps that lead to early startup death. It’s easy to point to successes like Apple, Google, and Facebook. But the biggest lessons can come from failure. What decisions were made, and why? What would the founders have done differently? How did one company become a billion-dollar success while another—with a better product and in the same market—fail? Drawing on personal experience as well as the wisdom of the Silicon Valley startup community, serial entrepreneur, venture capitalist, and blogger Dave Feinleib analyzes companies that have come and gone. In short, powerful chapters, he reveals the keys to successful entrepreneurship: Excellent product/market fit, passion, superb execution, the ability to pivot, stellar team, good funding, and wise spending. In Why Startups Fail, you’ll learn from the mistakes Feinleib has seen made over and over and find out how to position your startup for success. Why Startups Fail: Shows venture-backed startups and boot-strappers alike how to succeed where others fail. Is equally valuable for companies still on the drawing board as well as young firms taking their first steps. Takes you through the key decisions and pitfalls that caused startups to fail and what you can learn from their failures. Covers the critical elements of entrepreneurial success.

Traction

How Any Startup Can Achieve Explosive Customer Growth

Author: Gabriel Weinberg,Justin Mares

Publisher: Penguin

ISBN: 0698411870

Category: Business & Economics

Page: 250

View: 1679

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Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction. Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely. As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die. Smart entrepreneurs know that the key to success isn’t the originality of your offering, the brilliance of your team, or how much money you raise. It’s how consistently you can grow and acquire new customers (or, for a free service, users). That’s called traction, and it makes everything else easier—fund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that you’re on the right path. Traction will teach you the nineteen channels you can use to build a customer base, and how to pick the right ones for your business. It draws on inter-views with more than forty successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). You’ll learn, for example, how to: ·Find and use offline ads and other channels your competitors probably aren’t using ·Get targeted media coverage that will help you reach more customers ·Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates ·Improve your search engine rankings and advertising through online tools and research Weinberg and Mares know that there’s no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these nineteen traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business. But no matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs. From the Hardcover edition.

Shortcut to Business Success

101 Zero-Cost Tactics to Take Your Company to the Next Level

Author: Ozana Giusca

Publisher: Ozana

ISBN: 1499790376

Category:

Page: 288

View: 7615

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SHORTCUT TO BUSINESS SUCCESS: 101 Zero-Cost Tactics to Take Your Company to the Next Level is a collection of best practices and strategies used by Fortune 500 companies adapted for small business owners. Are you putting all your time and energy into your business but still struggling to make a living? Or have you achieved some success, but seem unable to grow your business further? Or perhaps you have ideas for a new business, but are not quite sure how to go about it. This book will help you to turn your business into an effective and efficient 'money-making machine' and to create even more success in your life and business. It provides simple real life examples to explain business tactics. Each of the 101 tactics concludes with a short exercise that will make it easy to start working on your business using that tactic. If you are serious about growing your business, it is essential that you apply these tactics right away. In Shortcut to Business Success, small business growth expert Ozana Giusca shows you how to: attract more customersgrow your salesincrease internal efficiencyget the most out of your teambe a better leadersustain your business long-termtake that giant leap to get your business to a higher level As a bonus you also receive the ultimate marketing framework for your business; that is, your marketing strategy on one page, including everything you need to consider to attract more and better customers. "Hits the mark! Shortcut to Business Success is refreshingly full of professional and relevant information, written in an engaging and contemporary style. A must read for the entrepreneur who truly wants to succeed." Gerry Robert, Founder/President of Black Card Books Publishing Company "Ozana is an entrepreneur with great vision and a unique approach. She was able to link business best practices into management tools to address the business potential. Smart. Succinct. Professional. That's Ozana." Henrique Setton, Entrepreneur, Owner of Silicon House "This book is based on principles used by the most successful companies. Having read Shortcut to Business Success, I can recognise such tactics being used by multinational companies in my daily life. And best of all, it gives a clear line of action." Andy Harrington, Business Owner, UK’s #1 Public Speaking Expert "If you are looking for a very hands-on approach to building your business from the ground up, Ozana has nailed it in Shortcut to Business Success. What a purposeful read for anyone who is an entrepreneur or small business owner." Bill Walsh, America’s Small Business Expert

The Business Knowledge Repository

Consolidating and Accessing Your Ways of Working

Author: Jud Breslin,John McGann

Publisher: Greenwood Publishing Group

ISBN: 9780899304847

Category: Business & Economics

Page: 190

View: 7416

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A graphical, on-line means to help management gather, into one place, all of the information and knowledge about their business and to make it possible for others within their companies to access it quickly and efficiently.

The Art of Social Media

Power Tips for Power Users

Author: Guy Kawasaki,Peg Fitzpatrick

Publisher: Penguin

ISBN: 1591848075

Category: Business & Economics

Page: 196

View: 3227

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"A bottom-up strategy [intended] to produce a focused, thorough, and compelling presence on the most popular social-media platforms ... [guiding] you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, and effectively integrate social media and blogging"--Amazon.com.

Drive

The Surprising Truth About What Motivates Us

Author: Daniel H. Pink

Publisher: Penguin

ISBN: 9781101524381

Category: Business & Economics

Page: 272

View: 5505

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Forget everything you thought you knew about how to motivate people—at work, at school, at home. It's wrong. As Daniel H. Pink (author of To Sell Is Human: The Surprising Truth About Motivating Others) explains in his paradigm-shattering book Drive, the secret to high performance and satisfaction in today's world is the deeply human need to direct our own lives, to learn and create new things, and to do better by ourselves and our world. Drawing on four decades of scientific research on human motivation, Pink exposes the mismatch between what science knows and what business does—and how that affects every aspect of our lives. He demonstrates that while the old-fashioned carrot-and-stick approach worked successfully in the 20th century, it's precisely the wrong way to motivate people for today's challenges. In Drive, he reveals the three elements of true motivation: *Autonomy—the desire to direct our own lives *Mastery—the urge to get better and better at something that matters *Purpose—the yearning to do what we do in the service of something larger than ourselves Along the way, he takes us to companies that are enlisting new approaches to motivation and introduces us to the scientists and entrepreneurs who are pointing a bold way forward. Drive is bursting with big ideas—the rare book that will change how you think and transform how you live.

Advanced Selling Strategies

The Proven System of Sales Ideas, Methods, and Techniques Used by Top Salespeople

Author: Brian Tracy

Publisher: Simon and Schuster

ISBN: 0684824744

Category: Business & Economics

Page: 432

View: 721

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Offering winning techniques for spectacular sales results, the creator of The Psychology of Selling shows readers how to conquer fears, read customers, plan strategically, focus efforts on key emotional elements, and close every sale. 30,000 first printing.

Business Intelligence Guidebook

From Data Integration to Analytics

Author: Rick Sherman

Publisher: Newnes

ISBN: 0124115284

Category: Computers

Page: 550

View: 8645

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Between the high-level concepts of business intelligence and the nitty-gritty instructions for using vendors’ tools lies the essential, yet poorly-understood layer of architecture, design and process. Without this knowledge, Big Data is belittled – projects flounder, are late and go over budget. Business Intelligence Guidebook: From Data Integration to Analytics shines a bright light on an often neglected topic, arming you with the knowledge you need to design rock-solid business intelligence and data integration processes. Practicing consultant and adjunct BI professor Rick Sherman takes the guesswork out of creating systems that are cost-effective, reusable and essential for transforming raw data into valuable information for business decision-makers. After reading this book, you will be able to design the overall architecture for functioning business intelligence systems with the supporting data warehousing and data-integration applications. You will have the information you need to get a project launched, developed, managed and delivered on time and on budget – turning the deluge of data into actionable information that fuels business knowledge. Finally, you’ll give your career a boost by demonstrating an essential knowledge that puts corporate BI projects on a fast-track to success. Provides practical guidelines for building successful BI, DW and data integration solutions. Explains underlying BI, DW and data integration design, architecture and processes in clear, accessible language. Includes the complete project development lifecycle that can be applied at large enterprises as well as at small to medium-sized businesses Describes best practices and pragmatic approaches so readers can put them into action. Companion website includes templates and examples, further discussion of key topics, instructor materials, and references to trusted industry sources.