Sherlock Holmes is the most famous fictional detective of all time. Introduced to world in 1897 by Sir Arthur Conan Doyle. Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes.
Given the complex nature of B2B Marketing and Sales today, finding profound buyer insights takes the same level of investigation. However, the upside can result in a significant competitive advantage yet unforeseen. Being a fictional character, Sherlock Holmes had the fantastical ability to see what the common person could not.
1. Where to Begin
I am often asked – “Tony, where do we begin finding insights that will make a difference?” It is a place I like to help with and provide assistance. Where you begin is incredibly important to the end result. The end result is finding profound buyer insights. Buyer personas play a role by helping to communicate the found buyer insights, which lead to newly informed growth strategies. This has been their founding purpose since their origin.
A good place to start is with an event usually related to either a consequence or a growth opportunity. Like a good detective story, you are looking for who is... Read more
Things go in cycles. We all know that – from the dredging up of retro fashions, the inheritance of music, to the rapid cyclical nature of business; in particular online business. Everything seems to follow the same path.
As all tech believers know, when man invented the web: Saviour of the Geeks, Creator of Unnecessary Job Titles and Deliverer of LOLCats, like the Garden of Eden, at first things went jolly well – we all lived in peace, harmony and believed in universal access, freedom of information, net neutrality, and that when given the choice of publicising the bare truth on Wikipedia, we (from celebrities and companies to politicians and lobbying groups) of course would not seek to alter that... oh yes. Of course, our lovely new Netopia began to change to reflect the true realities of our world – i.e. capitalism.
Yet, even so – the level of change from open platforms, open source, open access mentality of the early days to the competitive, closed, fixed business model trend we now see, surprises me. When AOL (or America Online as it was then) first presented the world with the idea of a digital gated community – it was a unique step.... Read more