There is a presentation using this slide deck in the Business901.com training section. At the foundation of my Sales and Marketing thinking is a program that I helped develop with Dr. Eric Reidenbach; it is the 5Cs of Driving Market Share. Since that time, I have added and subtracted a few things from it, but at its core is an outline focused on customer value.

1. Joe Dager – Business901

3. R. Eric Reidenbach
Six Sigma Marketing Institute

4. Customer
Identification
Customer
Value
Customer
Acquisition
Customer
Retention
Customer
Monitoring

5. Current
State
Metrics
Value
Stream
Future
State
Kaizen
Identify Value Retain Acquire Monitor

6. Customer Monitoring (Control)
Value Proposition Transactional
Customer Retention (Implement)
Loyalty Value Model Loyalty Matrix
Customer Acquisition (Analyze)
Competitive Value Matrix Competitive Value Model
Customer Value (Measure)
Value Model
Customer Identification (Define)
Product Market Matrix Market Opportunity Matrix

7. Lean Thinking
• Identify Value
• Map Value Stream
• Create Flow
• Establish Pull
• Seek Perfection

8. What a Customer
will
pay for!

9. goods dominant logic
• Assumes Better, Faster, Cheaper wins
• Limits mind-set for co-creation opportunities
• Transactional exchange struggles w loyalty
• Constraints on developing lifetime value

10. My Last Mention of
Inside – Out Thinking

11. Where Does Demand
come from?
1. Make it Magnetic
2. Fix the Hassle Map
3. Build a Complete Backstory
4. Find the Triggers
5. Build a Steep Trajectory
6. De-Average
Demand: Creating What People Love Before They Know They Want It by Adrian Slywotzky

12. Where Does Demand come from?
1. Make it Magnetic: It’s not the first mover that wins; it’s the first to create and capture
the emotional space in the market.
2. Fix the Hassle Map: Map the hassles and fix them. This will provide a path to
explosive potential demand.
3. Build a Complete Backstory: Till this in place and all the dots connected in the
hassle map, demand simple does not happen.
4. Find the Triggers: Always experiment, search to turn fence sitters into customers.
5. Build a Steep Trajectory: Continuously innovate.
6. De-Average: Constantly improve product fit for varying customers.
Demand: Creating What People Love Before They Know They Want It by Adrian Slywotzky

13. Demand side Thinking
Fleetguard developed a decisive competitive edge through
its guarantee of availability.
Drive by empty Coffee Shops and you see lines at
Starbucks.
The release of new iPhone: Store manager told me that
they were fully staffed and everyone had to come in at 7AM.
Xerox uses Lean Six Sigma to assist in-house printers to
create better internal efficiencies..

14. It is not about the things we make
it how we use the things we make

15. It is not about the things we make
it is About how our customer use
the things we make
Service dominant
logic

16. Service Dominant Logic
The Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo
1. Service is exchanged for service.
2. Indirect exchange masks the fundamental unit of exchange
3. Goods are distribution mechanisms for service provision
4. Knowledge is the fundamental source of competitive advantage
5. All economies are services economies
6. The customer is always a co-creator of value
7. Value is always determined by the customer (value-in-use)
8. A service-centered view is customer oriented and relational

17. Value is Derived thru USe
Functional Emotional Social
Forrester predicts that by 2012 half of all consumer purchases will either be transacted online or
driven by online research and word of mouth. To succeed in the digital marketplace, it’s no
longer customers that matter most, but users—anyone who interacts with your company digitally.
Keep users happy, and customers follow.

18. Value is Derived thru USe
Functional: It gets me there
Emotional: It makes me feel good
Social: It is what others think

19. Today’s most successful companies organize their business
around users and building user satisfaction,”
writes Aaron Shapiro CEO of digital agency HUGE in his book
Users, Not Customers: Who Really Determines the Success of Your Business.
usability excellence

21. It is not about the things we make
it is About how our customer use
the things we make
Service dominant
logic

22. • Lean
• Collaboration
• Co-Creation
• SD -Logic
• Value–in–Use
• Gamification
• Service Design
• Design Thinking

23. What would happen if your
product or service was free?
It can be commoditized
How would you make
money?Where would your demand come from?
Handout