What do they do differently?
• What is your business?
• What is marketing and how do you
relate to your market?
• How close are you to your
• How do you manage change?
The G Point
• Answering these three questions, they had
a flash of great understanding.
• They reached their G Point – and knew
how to drive the growth of their
• The year is 1926
• They had purchased the patent for the twisted tooth
• An applications engineer is off to Detroit
What does he see?
• A sorry man sitting at a bench putting one
lockwasher on one screw, again and again
• A worker on the miraculous production
line fastening trim onto the dashboard
• A puddle of screws and lockwashers on the
ground by his feet
On the train back to Chicago
• An epiphany –
• The SEMS is born
What’s in it for their customers?
• Re-purpose the poor guy on the bench?
• Eliminate wasted screws and washers
dropped on the line?
• Cheaper than buying the two parts
• Leader in x-ray technology
• Until Siemens introduced the CT Scan
• New president
• They built their own CT machine
• Introduced the next technology – MRI
• Back on top
But not done yet …
• Developed “Customer Panels”
• Learned what was the challenge of their
• Innovated new products to meet the
• All based on the customer panels
• Leads in most diagnostic equipment
– EEG, EKG, etc.
• Purchased the leader in diagnostic pharmaceuticals
• Define their business as helping the doctor diagnose
• And it’s all based on the knowledge they continually
seek through their panels
Life was not good
• Management had focused on selling
company – and then withdrawn it from the
• Competition was introducing new, exciting
• Morale was terrible
• Growth had come to a stop
Refocused on the customer
• Developed panels of architects, athletic
• With their direction, refined current products
and began a steady stream of new product
• Morale, growth and excitement all took off
• You will not realize results from
customer input unless you have
already established a relationship of
• Growth Machines help their customers
accomplish their goals.
• Then customers help Growth Machines
• Growth Machines have
of their customers’ goals
• S&C sells switches and fuses for use in the
distribution of electricity.
• Their sales personnel are engineers
working side by side with the engineers of
the electrical utilities
• Together they are planning systems up to
20 years out
Frustrating their competitors
• And with this knowledge, S&C is
engineering their next generation of
products; testing them; tooling them;
having them ready on the shelf
• When GE or Siemens introduces a new
product, S&C is ready to launch the next
generation. They are always one
• Growth Machines celebrate
• Change in the market presents the
opportunity to obsolete your
• Drive change, don’t fight change.
Three Key Points
• The goal of marketing is to create and
nurture customer relationships based on
• You must have intimate knowledge of your
customer, their values, their aspirations,
and their challenges.
• You need to celebrate change.
So what’s the G Point?
• When your fully internalize these
three points you’ll experience an
understanding of what really drives
your business. That’s reaching your G
• You’ll know how to turn your
company into a Growth Machine.
Getting to Your G Point
1. Commit to a true marketing relationship
– Count customers, not sales
– Value relationships, not transactions
– Fall out of love with your product
1. Gain and maintain an intimate understanding of your customer
– In-depth research
– Continuous learning
– Values, aspirations and challenges
Getting to Your G Point
3. Celebrate Change
– Look for change in your markets
– Look for change among your customers
– Look for change in your technology
3. Reach your G Point and Grow
– Continually refine your products and services
– Create new products and services to excite your customers