December 20, 2007
News & Opinion: The Inside Advantage
WHO is the core customer most likely to buy your product or service in the quantity required for optimal profit. WHAT is the uncommon offering that your business will own and leverage. HOW is the persuasive strategy that will convince your core customer to buy your uncommon offering versus all competitive offerings. OWN IT! is the series of imaginative acts that will celebrate your uncommon offering and make it well known to your core customer.Those italicized phrases are used widely throughout the book to keep providing emphasis on aspects of your business Bloom believes are most critical to growth. He believes the word customer, for instance, is "the most important word in the vocabulary of business." That is the WHO, or your core customer. The WHAT is what you're offering, for sure, but he starts by urging us to discover WHAT business we're really in. He uses L'Oreal as an example here, explaining that while, yes, they are in the cosmetics and hair care business, their view is that they're in the business of "helping women look and feel beautiful." That viewpoint provides a much more emotional connection to their customer. The book is full of such insights, and there are "Bob Bloom Consulting Session" sections for each step of the process where he provides specific scenarios and walks you through how to find solutions. If you're looking to grow your business in the new year, this would be a good book to read over the holidays.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.