By Ken Hudson

The powerful and functional instruments defined during this robust instruction manual aid businesspeople remedy difficulties, create new possibilities, and increase person and workforce functionality. Exploring the common methods companies and their leaders get stuck-being trapped through precedent, incremental development, typical principles and recommendations, and occupation blockage-this reference offers clean, inventive ideas for overcoming such situations. somebody curious about enterprise, even if in innovation, revenues, advertising, advertisements, enterprise improvement, or new-product improvement, will enjoy the uncomplicated instruments and tricks provided and should be greater capable of generate artistic, ecocnomic rules.

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9 Consider the ‘never evers’ People in business are constantly wrestling with the challenge of how to make their products more attractive to a specific, defi ned group of customers. This focused approach makes sense, but can limit potential growth opportunities as you are only concentrating on a limited market. However, with only a few minor adjustments, your product might be appealing to a different group, thus expanding your potential audience. ’ For example, at present all the mobile phone companies are designing phones that are small and stylish.

Looking at your business from the competitor’s perspective helps you to better anticipate your competitor’s actions, and hopefully gain an edge. This is a very good tool to use with a larger group, as smaller teams can imagine themselves as different competitors. For example, a few years ago I worked with a management team at a charge-card company, and by playing around with different competitive mindsets they realised that their biggest future competitor was not other credit or charge cards, but EFTPOS and ATM cards.

Here are some to get you started: • • • • • • YSL Sass & Bide Nokia Apple Chanel Armani Now select a brand. What can you learn from the fashionable aspects of this brand? How does the brand stay relevant? How does the brand change between different national markets? Who is the fashion leader in your industry? Could your brand take this position? How could a bank, for example, make itself fashionable? indb 37 23/4/07 5:29:26 PM TEN TOOLS TO ... 7 Make your product beautiful The next time you go shopping, visit the consumer electronic section.

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