Duct Tape Marketing – Lessons from America

With thanks to the O2 Ideas Room for blog posts…

What does Duct Tape Marketing mean and what is its relevance to me? This short article is designed to introduce the concept of Duct Tape Marketing and to give some practical advice based on the idea.

What is Duct Tape Marketing?

Duct Tape Marketing is the name of the best-selling small-business-marketing guide from John Jantsch. Read more

VAT reclaim in the EU

New Electronic VAT Refund (EVR) procedures with effect from 1 January 2010
The following is some information on the new EVR procedures for both Irish and Foreign Traders and their agents. Read more

Bootstrapping your way to success

With thanks to the O2 Ideas Room for blog posts…

Economic downturns tend to be self fulfilling. We all help to drive market conditions, so if we all decide to ‘batten down the hatches’, and become more risk averse we all contribute to prolonging a downturn. However though it may sound counter intuitive, an economic downturn is as good a time as any to start a new business.  This short article discusses how entrepreneurs can bootstrap their way to success, by describing what it means in practice and suggesting some benefits to bootstrapping. Read more

How to write an effective Marketing Plan.

With thanks to the O2 Ideas Room for blog posts…

A marketing plan is a core component of a business plan. It relates specifically to the marketing of a particular product or service and it describes: Read more

Discovering Hidden Value

With thanks to the O2 Ideas Room for blog posts…

“What we must decide is perhaps how we are valuable, rather than how valuable we are.”  (Edgar Z Friedenberg)

It may take a moment to digest the full wisdom of this brilliant distinction.

However, for businesses in the future, it’s not going to be a case of what is the cost; but more about the value we bring.

Do you ever find that your customers (or employers) are reluctant to talk about the value you bring?  Or would bring… if only they gave you the assignment or the job?

This reluctance is often very real. At other times, however, it is also a reflection of our own reluctance to probe, and thus discover how exactly we are valuable. Who knows what enormous gems lie undiscovered beneath this reluctance?

If we are serious about harnessing the untapped power of undiscovered value, we must equally be honest about the resistance we encounter. We have a natural distaste for those who constantly seek reassurance that they are of value. Those who constantly ask for feedback on their performance may well betray an underlying self-obsession that at best we indulge, at worst we resent.

They are making the mistake of pursuing the question of “how valuable they are“. Let’s be honest, most of us are tired of “rate our performance” questions.

By contrast, take a look at these questions, assembled to discover how we might be of value, rather than how valuable we are:

1.    (at the start of an interview)  “What was it about my CV that prompted you to meet with me?”

2.    (meeting a new client for the first time) “Of these four subjects, which would be most valuable for you to explore today?”

3.    (at the end of any meeting)  “What are you taking from this discussion?”

4.    (in a project review)  “Of all the areas we have worked on – brief recap – which for you had the most value?”

5.    (personally / socially)  “What have you most enjoyed about this evening?”

Questions like these uncover how exactly we are of value, rather than how valuable we are. Value is the ideal basis of effective negotiation, genuine customer-service development, fruitful employee appraisal and lasting business development.

Paul Davis
Davis Business Consultants
paul@davisbusinessconsultants.com

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