Strengthen competitiveness - see the world through the eyes of your customers

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Customers hire products, solutions and brands to solve their problems. Therefore, the customer's starting point is crucial for creating valuable brands and valuable products and solutions.

"People don't want a quarter inch drill — they want a quarter inch hole". The quote comes from Professor Clayton Christensen, who put into words a clear and unambiguous truth. Namely, that at all times it is the customers' "lens" that defines what customers are looking for in products and solutions to the problems they have. Customers assess which solution is the best for them today on a wide range of parameters; both rationally, emotionally and socially. Customers measure the solutions against each other based on how the solutions offer success. Some products and solutions do this better than others. Not because they alone are better than other solutions. They do it because they come from a brand that, better than other brands, provides a sales promotion framework around the properties and qualities of the product and solution. In this inspiring lecture, everyone with a commercial responsibility and focus will learn about: * How can the company become better at seeing the world through the customer's lens? * What tasks are customers trying to solve when they buy the company's products? * How do customers measure the success of a solution? And how can the company learn to use this knowledge to optimize products, optimize value propositions, marketing and communication? And create new products with a high probability of commercial success? * Why, how and when are brands most decisive for customers' decision-making behaviour? * How does the company optimize its approach to seeing the world and its brand through the customer's lens? "The Brandwyzer 5-Phase Process"

Foredragsholder: Michael Olrik-Andersen

Varighed: 60 - 90 minutter

Emner: Branding, Business development, Change management, Growth, Management, Marketing og Marketing and Sales

Sprog: Dansk og Engelsk

Tilgængelighed:

Tilgængelig fysisk og online

Physically: All of Denmark. Abroad against compensation for travel time and transport Online: No restrictions