Almost everyone’s gotten the call. “Sales are down. What can we do about it?” It’s not a really sophisticated question, is it? Yet the answers are often complex and challenging. Almost every business at some point faces the reality that sales are not meeting projections.
If you’ve ever been involved in development of a corporate tagline, you know how excruciating the process can be. Arguments over even a single word can erupt into weeks of committee work.
Yet somehow, the great brands make it look so easy.
Setting up your product strategy is a bit like preparing a candidate in a political election. Usually no one candidate has all the qualities voters are looking for, and competition in the marketplace represents other candidates running for election. That means it is your job to develop the most appealing overall message for your product or service.