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Everyone Is Talking About Big Data  

Marketing campaign messages flash like neon lights about Big Data from nearly all of the business intelligence vendors. Seminars on the subject appear almost daily. Are we seeing just another technology fad, or is there something worthwhile behind all this?


If you are like most mid-market companies, the task of making sense out what you already have in terms of data is challenging enough. This paper delves into the relevance of Big Data for your business as well as explores the broader topic of Business Analytics. The overriding objective of this paper is to address what matters in terms of achieving marketing performance improvements.


 Read the paper


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Customer Manufacturing Update
March 2015

Dear Mitchell,


Here is your March Customer Manufacturing Update

This month's paper is on Big Data and specifically how to determine its relevance to you and what actions you may want to take as a result. It was written by our team member Creig Foster, and we believe you will find it enlightening and relevant.

If you'd like to communicate directly with Creig on this topic, let us know and we'll set something up for you.
Your Help Is Appreciated 

Many of you have a copy of one or more of our three books: It's Not Rocket Science; The Secret To Selling More; and Value Acceleration.


We would really appreciate you posting a review of any of these books on Amazon. com for us. To make it easy each title above is linked to the appropriate page on


Thank you in advance for your help. 


17 Ways To Be More Persuasive ... Really



Do You Really Need Differentiation To

Win In The Marketplace?


Our friend and Vistage Chair, Allen Hauge, pointed us to a Harvard Business Review blog post that suggests you don't need differentiation to win in the market. Since Mitch wrote an entire book suggesting otherwise, we were intrigued by the position taken by the author. So let's take a look at his arguments and see if he really means what his title suggests.


He begins his blog by acknowledging that popular wisdom suggests differentiation is required to achieve greater success than your competitor. He then points out that there are many areas where companies "do more or less the same thing" and yet among those firms they achieve different levels of success and profits. Why he asks?


He uses strategy consulting firms as his foil. Noting that it is nearly impossible to know if McKinsey is better than Boston Consulting Group (BCG) or Bain, or anyone else. He uses this as his example of choice uncertainty from apparently equal suppliers.


He correctly notes that "Research in Organizational Sociology shows that when there is such uncertainty, buyers rely on other signals to decide whether to purchase, such as the seller's status, its social network ties, and prior relationships."


That  may be true but it still misses the key point. People buy products or services from firms based on what they perceive is a valuable difference. It is not necessary for there to be a difference, there must be a perceived difference. The converse is also true. That is, if there is no perceived difference, a real difference has no value.


The question we have asked CEOs and CMOs for 25 years is simply this: What can customers buy (or believe they can buy) from your company they do not believe they can buy from anyone else? There must be something or the low-price leader will always win. It does not have to be real, it has to be perceived as real.


To answer the McKinsey question, one only needs to remember that nobody ever got fired for buying from IBM. And diamonds were a relative commodity until De Beers told us they were "forever."


Stop worrying about what you think is different, figure out what your customers think is different and valuable in your offering(s). Stop worrying about what you sell, and focus on what your customer is buying

Getting It Right In Long Form


Commercials need to be entertaining with a solid message to work well. Too many focus on entertainment, go viral and produce nothing for the bottom line.


Then there is an example like this from Audi.

Free Reading Guide

If you have a copy of our book Value Acceleration, you can download a free reading guide to help you and your team get the most from the book. (And btw, the book is also available in a Kindle edition.)

We appreciate your feedback to help improve these

Updates. If there are others you feel would benefit from this issue, use the Forward email link just below on the left.





Mitchell Goozé


Customer Manufacturing Group, Inc. 

Customer Manufacturing Group, 1900 Wyatt Drive, #11, Santa Clara, CA 95054
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