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Ten Tips for Creating Transformational Innovation
Most executives agree that innovation is critical to creating and sustaining stock-holder value. Today many economists posit that innovation will be necessary to break through our current economic woes. Why then don’t we see more successful innovation? Why are there so few winners and so many wannabes? In my years working in and with organizations striving for innovation excellence, […]
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In The Words of Robert Sutton: How Great Bosses Lead Innovation, by Robert Sutton
How Great Bosses Think About It And Do It 21 Ideas About Leading Innovation Published on June 10, 2010 by Robert I. Sutton in Work Matters My Stanford colleague Hayagreeva (Huggy) Rao and I have been leading an executive program at Stanford every November for the past four years that is called Customer-focused Innovation. In the mornings, we discuss the […]
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Elevate Your Practice in 30 Seconds
(Reprinted from Legal Marketing Association Strategies) People listen for their reasons, not yours. ~ Peter Ducker What is a “30-second Commercial?” A “30 second commercial” or “elevator speech” is a brief, targeted and emotionally impactful explanation of what you do. Effective commercials grab the attention of your audience, motivate them to ask more and can […]
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Designing Effective Survey Instruments
Today law firm marketers, executive directors and managing partners are experiencing the power of marketing research. According to a 2001 study by Concord, MA. based Expertise Marketing, professional service firms that conduct formal market research report they are two to nearly five times more effective at attracting and retaining clients. The goal of any research […]
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Creating Demand – Laddering
“Marketing is the art of making someone want something you have” – The Internet Nonprofit Center (1999) Understanding consumer or client needs and values is key to making someone want what you have. This article provides a simple, practical approach to understanding what your client’s value. For marketers, achieving a positive purchase decision depends on […]
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Are You Using All the Tools in Your Toolbox?
(Reprinted from Legal Marketing Association Strategies) As marketers, marketing partners and managing partners, our job is to identify and satisfy our clients’ needs and wants. Marketers have at their disposal a number of tools to accomplish these goals: Communication strategies, pricing strategies and new product and service development are just a few ways we help […]
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Protecting Your Turf
Ideally, line extensions should extend the brand’s franchise (Reach), increase volume of usage (Frequency) and minimize cannibalization (Duplication). TURF is a product line extension model based on media concepts of reach and frequency. The application of these measurements in TURF provides an estimate of market potential (Reach and Frequency) which allows the marketing manager to […]
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Marketing Research For Non-Research Professionals: Inquiring Minds Want to Know
Do you ever feel that your research department or supplier is speaking a foreign language? Well you are not alone. Many marketers are not familiar with the terms use in marketing research. By popular request we compiled some of the most frequently used terms for our non-research clients who have inquiring minds. Types of Research […]
Dynamic Price Sensitivity Pricing
How to Make The Most From Your New Product or Service One of the most frequent objectives of any new product or service introduction is to contribute to the organizations profit potential. Profitability often depends minimizing the cost of goods and maximizing the price and demand. This article discusses a relatively new approach to help […]
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i2S Advantage
Northwest Arkansas and
Dallas/Ft. Worth, Texas
Phone: 214.632.0183
Email: KatTurn@gmail.com
Northwest Arkansas and
Dallas/Ft. Worth, Texas
Phone: 214.632.0183
Email: KatTurn@gmail.com
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