Only The Best Bridges Are In View

In these times, those who focus on what they do best get on the procurement list.

In these times, those who focus on what they do best get on the procurement list.

The other day I was talking with a client about their current strategic market positioning statement. That fancy name for a slogan. The client’s current mantra is fairly beige. No proactive voice staking a claim. A diluted message working overtime to be the solution to everything, without being The Answer to anything.

To illustrate my point, I took the client up to the homepage of their website. The homepage is a telling place to see how well a company knows it’s core value, and can sell it in three seconds. In this case, both the content and creative execution failed to acknowledge my pain. Or how their expertise could make my job description more bearable. No single focus on a clear solution.

When I peer into a client’s business, I look for their best bridge. The one that will give their customers a solid crossing to a solution. I find that bridge in an engaging exercise that gets my clients to talk naturally about their business. In turn, I capture their passion. What they’re willing to put on the line. What gets them out of bed in the morning. In turn, their marketing communication writes itself. In real words. In an authentic voice that will connect with their customers.

That sells well.

In the new economy, business will maintain their current investments. And in doing so, they’ll partner with the “best in class” who can build on those investments.

Procurement will see only the best bridges. Those that are clearly in their view.

Image source foxy mcslick | flickr

Comments

[eric brody]

Glenn,

Very well put. Appreciate your metaphor of the best bridge, and imagine this is a very productive and revealing exercise.