The End of Best in Market


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The slide show below demonstrates the new world and how the view from the SD-Logic (The Service-Dominant Logic of Marketing by Stephen Vargo and Robert Lusch) perspective may very well be the user centric approach required. The truth is that SD-Logic thinking has struggled moving out of academia. However, it reviving itself thanks to the thinking of many in the Service Design arena. I go one step further in the presentation stating that SD-Logic needs a process such as Lean Thinking to put it into practice.

Inspiration for this presentation came from: The End of Teaching As We know it

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The End of Best in Market

  1. 1. The End ofBest in Market
  2. 2. We hang on topast practices
  3. 3. We market practically the same way as we did before… Have we converted to pull?
  4. 4. ..just with different and more technology
  5. 5. “Every Industry will be disrupted and rebuiltwith people at the center.” - Sheryl Sandburg. COO Facebook
  6. 6. We want information available on every device
  7. 7. People expect to access information whenever and wherever they want to.
  8. 8. World is increasingly collaborative driving changes in the way decisions/ purchases are made.
  9. 9. New models of value recognition are bringing unprecedented competition Rolls-Royce & Partners Finance Limited (RRPF) provides short, medium and long-term spare engine leasing solutions with the largest world-wide portfolio of Rolls-Royce and International Aero Engine (IAE) engines.
  10. 10. Value transfer from tangible transactional to intangible are not yet well understood byorganizations but are recognized by customers.
  11. 11. Use of social technology for understanding and learning from customers are in its infancy.
  12. 12. Experimentation with new applications are often seen as the young persons role.
  13. 13. Most organizations do notunderstand collaborative world andhow to evolve it into a competitive advantage.
  14. 14. Best in Market Products are not enough,customers will only pay for how value is derived from the use of the product.
  15. 15. “It is not about the things we make, it is about how our customer use the things we make.” – Malcolm Gladwell
  16. 16. Knowledge is Everywhere The quality of theorganizational relationship network will make the difference.
  17. 17. Embracing new and old technologies can leveragethe shared knowledge within organizations.
  18. 18. Shifting from Goods Dominate Thinking and Transactions to Service Dominate LogicTM and Co-Creation of Value Buy USE
  19. 19. Service Dominant LogicThe Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo SD-Logic
  20. 20. Service Dominant LogicThe Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo SD-Logic Indirect exchange masks the fundamental unit of exchange Goods are distribution mechanisms for service provision Value is always determined by the customer (value-in-use) A service-centered view is customer oriented and relational Knowledge is the fundamental source of competitive advantage All economies are services economies The customer is always a co-creator of value Service is exchanged for service.
  21. 21. What is our vehicle of choice?
  22. 22. Organizations need to challenge themselves byexperimenting and creating co-creation of value opportunities through Lean Thinking. Principles of Lean • Identify Value • Map Value Stream • Create Flow • Establish Pull • Seek Perfection
  23. 23. Lean Sales and Marketing is essentially a knowledge transfer system;its a training system on how to define knowledge gaps and close them.
  24. 24. Lean Sales and Marketing approach is to leave your customer bethe professor, the Sensei, who will take you through a certainnumber of exercises (their decision making steps), the customerleads.
  25. 25. Lean Sales and Marketing is targetedto certain kinds of organizations whoactually enjoy learning. Who arecommitted to continuousimprovement as opposed to just doingthings and running things as they are.
  26. 26. What makes Lean Sales and Marketing different is the system. Thesteps of Lean S & M are simple: 1. Go and see the initial practice (Gemba), the user. 2. Form a working vision from the user experience, an ideal situation of where the USER wants to go. 3. Visualize the users process. If you do that, its obvious to see what your next reaction should be and when to trigger it.
  27. 27. Lean Sales and Marketing is incredibly powerful.
  28. 28. Marketing with Lean Program Series1. Lean Marketing House Overview2. Value w/ Business Model Generation3. Marketing Gateway with EDCA/PDCA/SDCA4. Marketing with A35. Lean Engagement Team
  29. 29. • Over 130 Free eBooks• Regular Blog Posts• Free Tools• Discussion Groups• Podcast with Celebrated Authors, Industry Practitioners and Leading Thought Leaders Our Mission is to bring Continuous Improvement to Sales and Marketing.