Bob is available for speaking engagements and consulting projects. To get more information contact us here.
Bob Lieber is founder and CEO of OriginalThought LLC, a marketing strategy and services firm, creating “original solutions to chronic industry and consumer problemsTM”. Industry expertise is diverse, including technology, health care, financial services, consumer packaged goods and graphic arts.
In part one of this article, we provided the background and the detail of what makes Pro-Sourcing an extraordinary strategy to get project work done and to extend your company's capabilities. Read on for a quick review and some useful techniques for getting Pro-Sourcing projects completed efficiently, reliably and successfully.
The statement in the headline is true. All the work described above was done, the money paid. Welcome to the world of “Pro-Sourcing”. Now you can complete projects of all kinds, including marketing projects, design, IT or writing projects. Professionally. Inexpensively. Reliably. Quickly.
With all that has changed in commercial communications in the last 25 years…with email and the web…mobile technology…and social media…could direct response rules developed over 25 years ago still be relevant and useful today? In actuality, all the new media and messaging developments have INCREASED our opportunities to create, deliver and analyze measureable communications.
Here is a fresh take on old rules of thumb that can dramatically improve response and engagement in prospect and customer communications.
As you consider how to position your business for the future, one important step is to look “outside in”. This means looking beyond your core strengths, even looking beyond the needs of your customers. This involves an understanding of big, broad, macro trends that will influence how people will live and work, as well as where opportunities will exist for businesses like yours in the years to come.
If you don’t have an up-to-date view of the needs of your key customers – at a deep level – it can be hard to expand your key customer relationships today. If you are looking to move “upstream” and get more involved with customers in terms of marketing services, creative work, mission critical applications and business processes, the question is: Have you had “The Talk” with your customers?
Being in a rapidly evolving industry is always challenging. As you decide where to focus your business for the future, think about looking outside the industry for inspiration and new ideas. Here are two very different industries that bear an uncanny resemblance to printing/graphic arts – and offer lessons you can use in your own business.
As communications channels and tools undergo seismic changes…and as sourcing options continue to expand…it has never been more vital to understand, build upon and expand your core competencies and company strengths. Here are some tools, techniques and elements that can help you discover and take maximum advantage of what your company really does best.
In a recent article titled “How Well Is Your Business Positioned for the Future”, we posed a series of six strategic questions designed to prompt some reflection. In this article we elaborate on the question: What Business Are You In?
The concept of personalized communications – in the way we all think of it today – has been around for well over thirty years. And, acquiring the capability to create and produce personalized communications is still a hot topic in our industry. Yet, for each communication you’re involved in, can you answer the question: Am I contributing to “communications pollution” or am I compelling enough to survive in our world that has become an electronic messaging free-for-all?
In a world where text messages outnumber mobile phone calls...and social network usage eclipses email…and customer service has turned into self service… the nature of conversation is being revolutionized. Specifically, this means “the commercial conversation”.
You'll find the phrase "business model" mentioned in magazine articles, obsessed over by venture capitalists and overheard in thousands of conference rooms daily. Yet, it is a concept that is often ill-defined, misunderstood, or completely ignored. Research shows that a good business model is the best predictor of a company's success. This resource and link-filled article is your guide to definitions, tools, examples and out-of-the-box, business model ideas.
Change is something everyone in business (and in life) has to face. With the economy still fragile and the graphic arts industry in transformation, it’s likely you, your company and your customers are in some state of significant change.
You might be changing your go-to-market strategy…your business model… the services you offer…or a cutback in staff or capabilities. Read on to understand how managing change more deliberately could make the difference between success and failure.
Past articles of “Thinking Creatively” have focused on creating a unifying, differentiating strategy to help position your business for the future. One key input is to look at trends -- both near term and longer term trends. This entails some imagination but can lead you to a path of sustained growth. In this article, we cover four categories, including a few that may be quite surprising.
Even though the world is now consumed with electronic communications like Twitter and Facebook, it is reassuring that mailboxes are still brimming with advertising mail. Here are five completely unique reasons why direct mail will be a medium of choice for years to come.
Transpromotional communications… a fantastic business opportunity for those of you who have acquired the capabilities to offer it to your customers.
Here are five examples from my own mailbox. These are companies I regularly do business with, who have Transpromo opportunities that they are just plain missing.
This article introduces you to a powerful tool -- highly useful in a brainstorming setting -- that can spark a new level of discovery about how to adapt your business to today’s realities. It is all about considering what you have refused to consider before.
For printers who want to make the transition to a marketing services provider, we provide some ideas to help answer the question: How do you gain credibility in the eyes of your customers, that you aren’t just the print services vendor they know…but that you can be a communications problem solver for them?
After presenting you with the tools to develop your Differentiating Strategy and Unifying Business Idea, we’ll turn our focus to creating real differentiation in your business. This means, going beyond what you hope to be…and just peppering your marketing and sales materials with “the new strategy.” This means aligning your entire organization; your policies, practices, products, services, hiring, pricing AND your communications to your new Unifying Business Idea. The stories we share show the payoff.
Having a Unifying Business Idea (UBI) is arguably the most powerful strategic tool you can develop for your business. The purpose of a UBI is to help govern a company…to help guide what markets to enter and new products to develop…to help create customer service policies…to build employee training programs so that people can make daily decisions. A UBI is the “container” for your company strategies, practices and values. The goal is to have a UBI that summarizes the very essence of your company.
Have you gone through an honest process to land on a differentiating strategy – and taken a more focused approach to your business?
I’m going to share the first of two great tools to help. In this post we cover: Creating Your Differentiating Strategy. Learn how to wrestle with, and answer, three fundamental strategic questions: Who is your core target customer? What business category are you competing in? And, what is your unique point of difference?
WhatTheyThink is the global printing industry's leading independent media organization with both print and digital offerings, including WhatTheyThink.com, PrintingNews.com and WhatTheyThink magazine versioned with a Printing News and Wide-Format & Signage edition. Our mission is to provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today’s printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.