[a replay to document by Forrester “A New Marketing Era“]
“Maybe” we are entering a disruption phase, in which the meanings of terms are radically transformed.
Using outdated meanings means running into misunderstandings, which means thinking about developing a strategy, and actually developing a completely different type and direction.
<see The basic misunderstanding on Real (Disruptive) Innovation>
● customer centricity: centricity is a feature of the declining market. The new market is Customer driven. The difference is fundamental:
we move from a top-down dimension
to a bottom-up one.
<see Business problems: the difference between original and current marketing >
● targenting, customer understanding, win customer loyalty: in the new bottom-up dimension,
it is no longer a question of understanding the Customer,
but of giving the Customer tools
to participate actively to the development process.
It is no longer a matter of “win customer loyalty” with sophisticated “tactics” to operate on a psychological level in order to induce them to buy, but to make the Customes aware of the potential of their role as co-product developers.
.
Most of the big companies’ actions fail because they lack an adequate Market culture (updated to the current Disruption phase).
<see There is no “Culture of Disruptive innovation”, but an Aptitude for innovation >
<see Why does innovation fail today?>
This also applies to Business Consultants, who should first update the paradigm of their strategies.
<see Disruptive Business Consulting [1] – How disruptive Business Consulting changes >
