Uncommon Strategies to Beat Your Competition

Presenter: Anne Graham
Broadcast on Wednesday, February 22, 2006
Duration: 90 minutes
Cost: $129

Historically, firms have tried to differentiate on product features, quality, or service but in many cases those have become tickets to entry, not winning strategy. And product innovation is often a long-term, high-risk quest for the next big idea, driven solely by an R&D department deep in the organization.

The good news is that marketers can be the driving force behind the lowest risk, least-costly form of innovation, and it can have stunning results. Companies large and small who tap into this uncommon source of innovation clearly differentiate themselves from the competition while creating the foundation for authentic loyalty and increased margins. And unlike the new bells and whistles from R&D, it’s almost impossible for competitors to copy when you do it well. Just ask Nike, Starbucks, FEDEX, or IBM.

If you’re ready to be the driving force in leading your company to lead your market, but just don’t know how to get started, this session will be filled with practical yet uncommon thinking to inspire you. Numerous B2B and B2C success stories, including examples even from very highly commoditized industries will help you apply the concepts, and you’ll benefit references to supplementary resources to help you make it happen.

You Will Learn

The four types of overlooked opportunities to innovate and differentiate that already exist in every firm… and how Marketing can influence some and leverage others in simple, uncommon ways.
The two elements of customer decision-making that your marketing approach must address to create an exponential increase in your customers’ engagement and commitment.
How to use the 2x2 Innovation Matrix™ to update conventional market opportunity spotting and spark breakthrough thinking about your product or service.
Two practical, highly creative techniques that will help you quickly turn good intentions to differentiate into bottom line impact.
How to get past “Delight the Customer” thinking and create the real key to unlocking ongoing customer-focused innovation that differentiates your firm.

Who Should Attend

Marketing professionals at all levels in all industries.

About The Presenter

Anne Graham is the creator of the Legendary Value Cycle™ and works with firms who want to lead their markets to help them become self-sufficient in building the kind of highly profitable companies that the best people aspire to work with and that the most valuable customers never want to leave - companies with Legendary Value. The Cycle resulted from 20 years of successful business turnarounds across many different industries with world-leading firms and small start-ups, including high tech, pharmaceuticals, financial services, and professional services, combined with 5 years of research into how companies become truly legendary. Anne is an Executive in Residence at the University of British Columbia, frequently lectures on marketing and strategy in the award-winning MBA program, is a sought-after speaker for international conferences, and is listed in Canada’s Who’s Who.

What Participants Said

Of the participants who evaluated this seminar, 75% would recommend it to a colleague. Some of their comments:

"The presenter's information is targeted, relevant, and applicable. If you don't understand how to identify and address all of your market opportunities, this presentation is likely to help."

"Listen to this seminar to better understand how to apply an easy approach to increasing the likelihood of new product success."

"A sound reminder that technology is not always the answer to winning and that changing the playing field can mean better serving the customer."

"This seminar forced me to re think alot of basic but good questions in determining best strategies to beat the competition. Anne gave very practical examples and an easy to understand explanation of her approach."