With A Straight Bat

Marketing | Strategy | B2B Marketing | Sales

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SERIES | PART ONE OF FOUR

Allow me to spin you a tale of a peculiar predicament. A quagmire of quandary, if you will. We find ourselves in a world where B2B marketing is caught in the treacherous whirlpool of commoditization.

Once upon a time, businesses lived in a veritable utopia of unique selling propositions, where differentiation was the name of the game. Alas, times have changed. The B2B marketplace has become a murky swamp filled with eerily similar products and services. And it seems that, somehow, our tried-and-true marketing methods are falling short. But why? Let us embark on a journey to unravel this mystery! 

PART 1: The Disappearance of Differentiation & Fading Value Proposition

In the commoditized markets, the once-bold value propositions of yore have all but disappeared, like the elusive Cheshire Cat. Poof! Gone are the days when B2B marketers could rely on product or service features to charm their audience. The challenge now? To conjure up new and captivating value propositions that pique the curiosity of potential customers. And how the heck do we do that? Let’s figure it out. 

Twin Trails to Triumph

But first –the place where it all begins and ends. There are just twin paths to being successful. Either you’ve got the Path of Pioneers, where one conjures a groundbreaking concept, revolutionary process, or product that boggles the imagination! This route demands a dash of daring and a dollop of creativity to forge a legacy that’ll echo through the annals of innovation.

Or you’ve got the Way of the Tinkerer, where one must deftly fine-tune an existing proposition and introduce improvements to the cost, production, functionality, service, or accessibility. This path calls for an astute eye and a nimble hand, adept at spotting opportunities to elevate the ordinary into the extraordinary.

If a mysterious third dimension lurks within your vaults of wisdom, do share! My thirst for knowledge is unquenchable!

Let’s Get Cookin’ 

It’s time to indulge in a veritable smorgasbord of wisdom, as we look at four brilliant yet simple questions on meeting unmet needs, courtesy of the Harvard Business School, with a dash of seasoning from me. 

• The Ponderous Procrastination: “Why, does it take so long to ……….. ?” A question so basic, yet filled with the potential to unravel the most confounding mysteries of your chosen endeavor.
• The Costly Conundrum: “Why does ……….. cost so much?” Dive deep into the murky waters of expenses, and you may just find a treasure trove of opportunities to trim the fat and make a pretty penny or two!
• The Business Model Bafflement: “Can I deliver ……….. with a new business model?” The sweet smell of innovation!

And, what’s this? A bonus question, you say? But of course!

• The Improvement Imbroglio: “What can I change about ……….. to improve it?” Tweak, twist, and twirl the elements of your idea, process, or product to make it shine better!

With a heart full of sincerity and a heaping spoonful of effort, you shall have your value proposition set before you. Godspeed as you traverse the winding roads of success!

Next up in the series … Part II: The Copycat Conundrum

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