All customers are extremely 1.Lazy—2.Crazy–and 3.Busy!
They are so lazy, that Sony invented the TV with a remote control and now Jumia delivers to their doorsteps. How can you make your product more convenient?
They are crazy and open to beliefs, that a “fish swallowing a man known as Jonah and spitting him out ALIVE after days”, made its way from the bible, undoubtedly to your hearts. And Coca Cola created excitement and propaganda out of sugar Water (they turned Christmas colours from brown to red and white (colours of coke) and invented the concept of Santa Claus to back that up).
Your customers are so busy, so just like listening to audio books while driving, how can you put your product in their schedule?
Think. My dear.
Don’t be better, be different. It starts from creating a unique perception (brand), position, Blue Ocean Strategy, market and value.
- Create a brand name or product line with a name either unique (Hexavia!), distinctive (Apple), or easy to pronounce (Kodak)!
- Create a slogan to paint an impression- simple and easily understandable. (Nike -just do it, Hexavia- Go Further Ahead!).
- Create a supERlative perception (biggER (shoprite), fastER (Ferrari), youngER (Wizkid)
4. Create your own Category
Like Asa, GT, Benz, Eizu, Virgin Galactic (an airline that will take people to space)
Eg. Listerin was the first mouthwash, it’s effective but harsh in taste. So P&G introduced the first “good-tasting” mouthwash (a new category with different flavours!)
My dear, Success and business isn’t rocket science. It’s a game!
And you can win!
Strategy. Business StartUps and Corporate Restructuring Consulting
Uwaoma Eizu is the lead strategist at Hexavia! He is a graduate of Mathematics with two MBAs and over a decade of experience working with startups and big businesses. His core is in building startups and in corporate restructuring. He is also a certified member of the Nigerian Institute of Management, Institute of Strategic Management of Nigeria and the Project Management Institute, USA. By the side, he writes weekly for the BusinessDay newspaper.