Author Archives: Mitch Gooze

What the Heck is B2B2C Marketing?

The construct of B2B2C Marketing (Business to Business to Consumer) is a relatively newly named construct (2015 or so). What is it exactly? Like many things in the Marketing space it depends upon who is defining it. I will argue … Continue reading

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What Is the Customer Actually Buying?

It’s not about what you sell; it’s about what the customer is buying. If you focus only on what you sell it rapidly becomes a commodity. If you focus on what the customer is actually buying, nothing needs be a … Continue reading

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The Power of Who and the Power of Focus (Part 10)

For many years, we have espoused the idea of knowing Who should be your customer, and, sometimes more importantly, Who should NOT be your customer. Some recent research suggests that this is powerfully true in terms of customer satisfaction as … Continue reading

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What Really Sets Amazon.com Apart

Amazon.com has claimed a relentless pursuit of customer-centric processes since its inception. Sure, Bezos’ access to VERY low-cost capital and minimal profit expectations gave him an advantage, but others have had those factors and no longer exist. It’s the fact … Continue reading

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If You Can’t Fix It, Feature It: Part 7

As I said in the earlier six posts in this series, one of my Group Executives at Teledyne, Roy Fields, said those words to me (If you can’t fix it, feature it) and they have proven hugely valuable. I think … Continue reading

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A Brief Study in Contrast

Two customer experience stories in the same day. One is an example of great (and from an airline no less). The other is an example of pathetic, at best. Let’s start with the great one. I was sitting in the … Continue reading

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The Try Something Loop

Most companies use the “try something loop” when they have a shortfall in sales that needs to be addressed in the short-term. The try something loop consists of having a brainstorming meeting to come up with ideas to increase sales … Continue reading

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