- Solution instead of Product
- Access instead of Place
- Value instead of Price
- Education instead of Promotion
Although you could argue that each of the old P’s could hold the new notions with just a little modern re-definition.
“a strategy with clear vision and future directions at top management layer, day-to-day action on the bottom, and no ‘meaty’ key decisions that connect the two layers” - N. Merchant in The New How
HAVE PERSONALITY EASY. ANSWER THREE QUESTIONS:
1. HOW YOU CHANGE CUSTOMER’S LIFE?
2. WHAT YOU STAND FOR?
3. WHO OR WHAT YOU HATE?
NOW HAVE MISSION, VALUES, ENEMY. THAT ENOUGH FOR MINIMUM VIABLE PERSONALITY.
- Paid Media
- Owned Media
- Earned Media
- Measurable Can you track activity and engagement in the channel using trusted third-party verified tools?
- Authentic Does the message rest comfortably in the customer’s world, representing a clear and valuable position the brand stands for?
- Scalable Can this channel deliver massive reach without sacrificing targeting specificity?
- Social The web has become social. Ad solutions without social actions don’t account for the social nature of the web.
1. Who is your primary customer?
2. How do your core values prioritize shareholders, employees, and customers?
3. What critical performance variables are you tracking?
4. What strategic boundaries have you set?
5. How are you generating creative tension?
6. How committed are your employees to helping each other?
7. What strategic uncertainties keep you awake at night?
(Source: Robert Simons in HBR Nov 2010)