Steven Lauterback's Blog – October 2014 Archive (3)

Prospects and customers have preconceived notions about the people and techniques employed in many well known industries. By understanding these stereotypes a business can exploit perceptions to differentiate their methods and change the expectations of their constituents.

Consider the residential builders that seem aloof about returning phone calls or keeping appointments. Or, the lawyers that are characterized by aggressive behaviors or the car salesman strapped with a…

We define legacy businesses as staid organizations in traditional industries. Plumbing and heating contractors to manufactures of all kinds can all fall into this category. Most legacy companies are being run the same way they were when they first started. Their processes are highly repeatable, and operating methods redundant such that controlling them is easy.

Legacy companies build for tomorrow by relying on yesterday’s success.

Well established, traditional companies…

For every business with an infrastructure for building and managing customer growth, there are 10 that build their marketing system in a disjointed, random manner.

Manufacturers generally focus on investing in lean operations, distributors in inventory control, and doctors and attorneys in practice management. So many marketing systems have been created in response to…