The one-page method for reimagining your business and reinventing your marketing
This was a Kindle purchase for me but one of the few books recently that I stuck with from start to finish – so that’s saying something for me!
This book certainly resonated with my philosophy that product based businesses need to take a leaf out of the services industry and put their customers at the heart of their business.
To understand what really matters to people, ‘to create ideas and experiences that give your customers reasons to care and to belong, not just reasons to choose’.
As marketing is going through another dimensional shift as the digital revolution puts power firmly into the hands of our shoppers and consumers – working out how to create a difference that disrupts people and becomes part of their story and their lives.
If we want to really get innovation right and have it stick, then we need to figure out what needs people really have. The Difference Model does this by flipping product development on its head. Rather than starting with a product concept or idea, it explores people’s realities and how those needs can be met.
The fact that it comes with a practical, easy-to-use template makes it even better. I worked through this process for my own coaching business and was intoxicated by the impact of seeing the everyday challenges faced by businesses through the eyes of those on the ground confronting them. It gave me a whole new set of motives to appeal to.
I ended up highlighting sooo much of the content that I will end up buying the physical book too as I know I will reference it often.