tailieunhanh - Invent Business Opportunities No One Else Can Imagine phần 4

Giá trị cung cấp khó khăn để sao chép Trendsetter chiến lược có thể có vẻ tinh thể rõ ràng đối thủ cạnh tranh, nhưng lịch sử chứng minh rằng việc sao chép chúng không phải là dễ dàng. Các chiến lược nhấn mạnh bốn yếu tố được thực tế bản sao kháng: văn hóa công ty, ban đầu quan niệm của một doanh nghiệp, năng lực cốt lõi, và chánh niệm thiết kế. | Invent Business Opportunities No One Else Can Imagine entering the consumers homes will be the gatekeeper to their minds their needs and their pocketbooks. Offer hard-to-copy value The trendsetter s strategy may seem crystal clear to competitors but history proves that copying them is not easy. The strategies emphasize four factors that are practically copy resistant company culture original conception of a business core competencies and design mindfulness. Create a company culture that conveys unsurpassedperformance. The best brands create not only distinctiveness but also an emotional connection with the customer. This connection is based not so much on tangible products such as designer jeans hotel rooms or ice cream. It is built on intangibles personality and unsurpassable service. Imagine you are on the TV quiz show Jeopardy. You select Corporate Brands for 100. The answer is A retailer willing to make unreasonable effort to exceed customer expectations. Instantly you hit the buzzer and ask What is Nordstrom The great majority of people playing along in the studio or at home would have said exactly the same thing. You are on a roll. Corporate Brands for 200. The second answer is A hotelier renowned for elegant service. Hit the buzzer What is Ritz Carlton Alex Correct again Company culture can play an enormous role in creating a distinctive brand identity. It is not uncommon to hear a CEO or manager say they aspire to become the Nordstrom of their industry. If it s not Nordstrom just fill in Microsoft Disney or another highly admired company. While would-be emulators may replicate some of the observable elements of these trendsetters success it is probably impossible to copy the purpose values and norms that drive a company s choices and actions in other words the culture. If culture can t be copied then the advantages it brings become sustainable. Articulate an original conception of your business. A second powerful source of a brand s emotional connection is