Command your brand, product, delivery, and customer journey.
Every element in the vast game of business, from the most minor details to the grand strategies, holds its unique power. Each role – Go-To-Market, Product, Sales, Growth Marketing, or Leadership – demands a deep understanding of your brand, product, delivery, and customer journey. It resembles a seasoned sailor charting his course in the endless sea of commerce. As Peter Drucker, the pioneer of modern management, puts it, shaping the future requires creating it.
The first rule of this high-stakes game is to know your brand beyond its visual representation. It’s not just a logo or a tagline; it’s the essence of your business. Renowned marketing expert Seth Godin defines a brand as the sum of a consumer’s experiences, memories, narratives, and relationships that influence their decision to choose one product or service over another (Godin, 2009). Your brand is like a beacon in a storm, guiding every decision and interaction, lighting the way to your company’s success.
As Steve Jobs pointed out, your product should distinguish you as a leader and not a follower (Jobs, 2001). It should physically embody your brand’s promise, delivering a novel, valuable, and, most importantly, memorable experience.
Lastly, take control of your delivery and customer journey. In the digital era, customer experience reigns supreme. McKinsey & Company’s research highlights that companies providing exceptional customer experiences can differentiate themselves from competitors (McKinsey & Company, 2014). The journey you design for your customers, from discovery to purchase, should be as captivating as a harmonious melody that enraptures audiences.
To command is to assume control, lead with certainty, and direct with authority. In the game of business, the player who takes charge of their brand, product, delivery, and customer journey can outmaneuver their competitors, akin to a maestro leading an orchestra to a triumphant finale.
Your move.