We live in an age of increasing customer information/power.
Supply of virtually everything significantly outnumbers demand. This means that companies have only two options to compete. They can allow their product or service to become a commodity and be forced to race to the bottom on price, or they can instead choose to race to the top (increasing their prices and customer base) by continuously providing new value to their customers.
Just remember, the value race is just that, a race. As soon as you achieve a victory, dozens of companies will begin copying your innovation, trying to force you to compete on price. The only way to keep them from putting you out of business is to figure out how to put yourself out of business . . . over and over again.
My passion is helping companies generate new ideas that actually provide value to their customers.
- This means understanding their customers in a completely new way, better than the customers even understand themselves.
- It means reducing the risk of a potentially bad idea by finding creative ways to test whether the idea actually provides value (i.e. not focus groups or surveys).
- And it means making decisions on how to allocate resources based on evidence rather than gut instincts.
Validating Your Ideas
Pushing Yourself to Create Value
Co-creating Products with your Customers
Teaching Entrepreneurship and Education
Diana's audiences have included associations, businesses, and non-profits