Build Context, Not Just Content
- Topics:
- Growth
- Tags:
- Context,
- Copiers,
- Hardware,
- Peripherals,
- Photocopier,
- Scanners
- Source:
- Birol Growth Consulting
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Overview: Why, in spite of providing ever-better service and quality, do we see customers suddenly change their demands, and often their loyalty? An answer is that customers will move to suppliers who offer context in addition to content. The Internet has been called the world’s largest copy machine and turns content into a commodity. Even if your company’s information is protected by a copyright, patent, or secrecy agreement, your information is only a copier, scanner or "send button" away from worldwide availability. Despite your attorney’s valiant and costly efforts to the contrary, your secrets cannot be the sole source of your competitive advantage. Providing context is a matter of survival. Appealing to your customers as the ‘low cost supplier’ as your single point of difference is out of the question and niche marketing alone won’t do it. Be more nimble and smarter, by applying your content in your customer’s context. The old adage is so true: people buy holes, not shovels!
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Format: HTML | Date: Jan 2003 | Pages: 1
