Speaker
Think differently: Stop being competitive. Create a "value monopoly" and be the market leader.
Being competitive is a dangerous assumption. It is only the baseline for survival. However, it benefits the customer by keeping prices down and quality up. But, it restricts your ability to be creative. And the long term, competitive companies go out of business. Remember K-Mart, Blockbuster, and Kodak’s film business.
You don’t have to accept just being competitive. You and your employees have the creative power to optimize your business model, modify and create new products and services, and create a marketing strategy that enables your product or service to stand alone with a “value monopoly.”
What is a value monopoly?
It could be a product with a physical or technological uniqueness (the iPhone with a touch screen) or name recognition (Elon Musk), Dominance (Amazon) or a high cost of entry (Pharmaceuticals), or a Brand Image (Whole Foods), or segmentation (niches)—and legal monopolies like Patents.
There is also the concept of integrated values. How does your offer’s value integrate into the buyer’s lifestyle? Example: Toyota introduced an SUV with a third seat able to fold down, offering lots of room for storage, etc. Other SUVs did not have that capability. Toyota sales soared. Toyota’s integrated value had a five-year “value monopoly.”
Why do only some companies use creative thinking?
There are many reasons, including insights, or that only some people are creative, or all you have to do is eliminate inhibitions in brainstorming sessions. The biggest reason might be that most people do not know how the brain works.
I am going to oversimplify how you get creative. Thanks to Edward Du Bono, Physician and educator, and others, we now know that the brain is not designed to be creative. It takes incoming information and organizes that information into patterns. Your mind becomes creative, and you get new ideas by disrupting that pattern. There are also many techniques you can use to generate innovative ideas.
For example, the random word technique is simple, and you can generate many new ideas in minutes. There is also a process, far superior to brainstorming, for teams to create new ideas and get a consensus on the outcome.
Your audience will not only stay awake during the speech, but they will also learn the following:
- How creativity works and how everyone can be creative
- Creative thinking techniques to get insights into new solutions and ideas
- Creating differentiation and positioning to rise above the competition.
- Finding ways to integrate value and create a value monopoly
- Exploring application concepts that are as important as the technology
- Why and how creative techniques for teams are more potent than brainstorming.
These creative insights and concepts reveal innovative ideas that not only solve problems but generate ideas that can put your products and services at the top of buyers’ minds, the top of your niche, and give you a value monopoly.
Your audience will be amazed at the possibilities and future possibilities in six to twelve months. All they have to do is attend your meeting and start thinking about breaking free from the competitive race and creating their own race.
If you want to see a happy, excited audience, send me an Email and let me know when you would have a few minutes to talk. Or give me a call at 612-978-7222
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