Conversation Agent - Valeria Maltoni - The World is Not Flat


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Hello Joe:

You are absolutely on: (1) for ideas on new space go to the naysayers, (2) figure out how you are perceived, (3) I concur, that was one of the best books on strategy I read in a long time.

In fact, I just received a free copy from 800-CEO-Read and a thank you for a large purchase I made there. I will be sending that to the next person who continues this conversation on other ways to market your business.

Hi Valeria,

Three more to add to your marketing list:

1. Research customers who would never even think to choose your business. Find out why. This will create a new market, or validate your current one.
2. Research customers that do consider your business a viable choice, but ulitmately choose a competitor. Find out why. This may change how you approach your current customer base.
3. Read "Blue Ocean Strategy". It is a wonderful catalyst to help move your business from benchmarking against competitors (hey, we're as good as the next guy!), to eliminating competition altogether.


Justin -- welcome to the conversation. As an ancient history buff, I'm sure you are familiar with how history was often surprised by new thinking. There's a balance between holding on to the beliefs that put you where you are and going boldly towards a different future. And some of it is trial and error. We can be certain of this moment alone.

Roger -- yes, technology and connections are fantastic, when they work. I think it is somewhat easier to wrap our heads and resources around a product than a service. The service requires more knowledge of local dynamics to work. However, I've worked for global companies my whole career and have plenty of examples of how even getting a product to market from across the world when you need it can be a challenge.

Marc -- welcome to the conversation. All the way from Singapore and writing at Creative Spark [ ]. From the article you shared: Terry touches upon many good points of why we're not done with local -- we live there. For those trying to link to the article, just delete the parentheses at the end of the link.

Gianandrea -- we are human, even multinationals. We tend to want to simplify things. The easiest way to simplify is to think that everyone thinks like us. We know better, of course. Yet with the scarcity of resources and the incorrect allocation of funds some corporations tend to invest in the wrong outputs.

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