marketing quote Archives - c3centricity | c3centricity

+41 79 93 39 789 info@c3centricity.com

13 Inspiring Marketing Quotes (And the Actions You Can Take)

Listen on Apple Podcasts“Never miss an episode. Subscribe on Apple Podcasts to get new episodes as they become available.”

What habits have you become so comfortable with that you don’t even notice or question them? With today’s fast-paced world, businesses need to be constantly adapting and preparing for the future.

These thirteen marketing quotes (plus a bonus one!) are amongst my favourites of all time. They will hopefully excite and inspire you to consider what changes you need to make to become even more successful through a customer first strategy.

As is the tradition at C3Centricity, there is a recommended action for you to take for each quote. How many will you complete?

#1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon (>>Click to Tweet<<)

This has to be the most important marketing quote to remember for all of us wanting to be more customer centric. It’s also one of my favourites, as I’m sure you’ve realised!

Brands depend on customers and if companies remember this, then they can only succeed. If however they get so tied up in their products & services that they forget their customers, they may enjoy their work but their brands will always be vulnerable to competition.

RECOMMENDED ACTION: Watch the Customer First Strategy Webinar HERE

 

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein (>>Click to Tweet<<)

One of the biggest mistakes marketing can make is to not appropriately define its target audience. It is understandably hard for a brand manager to accept that he can’t please all category users and that his target sub-category is smaller than the total category he thinks he could attract.

By trying to please everyone, we end up pleasing no one! So bite the bullet and reduce your target category size by being more precise in selecting and describing your audience.

RECOMMENDED ACTION: Learn the essentials of targeting HERE.

 

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley Davidson (>>Click to Tweet<<)

If they aren’t already included, then every employee should have regular customer connections added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or brand manager, they all need to understand how their day job impacts the satisfaction of their customers.

Customer connections also inspire new thinking, can identify previously unknown issues and excite everyone to think customer first in everything they do.

RECOMMENDED ACTION: Sign up below for the FREE Customer First Strategy Webinar.

 


For more ideas about getting to know your customers, join the FREE Customer First Strategy Webinar. In it, I share many Tips, Tools and Templates to improve your Customer Targeting, Understanding & Engagement to Grow your Business Faster.

get on the webinar

#4. “If you use standard research methods you will have the same insights as everyone else.” David Nichols (>>Click to Tweet<<)

When was the last time you revised your market research toolbox or refined your insight development process? It’s a rapidly changing world both technologically and societally-speaking. The methods you use to observe, understand and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market.

RECOMMENDED ACTION: Attend a 1-Day Catalyst session reviewing all your market research methodologies and metrics. Find out more HERE.

 

#5. “The structure will automatically provide the pattern for the action which follows.” Donald Curtis (>>Click to Tweet<<)

There has been a lot of discussion about the new roles of the CMO, CIO and the creation of a new CCO (Chief Customer Officer) position. Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow.

As mentioned above, the world is changing rapidly and you need to keep abreast of these changes to stay in the game. Who wants to find themselves the equivalent of the Kodak or Borders of 2017?

RECOMMENDED ACTION: Develop plausible future scenarios to prepare for possible opportunities and threats. Contact us HERE.

 

#6. “Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos (>>Click to Tweet<<)

This is one of my all-time favourite quotes from a man I truly admire, for truly “getting” customer centricity. Their slogan is even “Powered by Service”! As already mentioned above, every single person in a company has a role to play in satisfying the customer.

Zappos have an integration program for all new hires – including the EVPs – that incorporates time at their call centre answering customer queries. What a great way to show a new person what the company is really about.

RECOMMENDED ACTION: Why not start a similar introduction programme in your own company and organise regular customer connection sessions? We can show you HOW.

 

#7. “The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust (>>Click to Tweet<<)

Marketing roll-out plansToday’s customers are very demanding which has prompted many companies to increase their innovation and new product launches. However, it has been shown that renovation is as important as innovation in keeping customers satisfied (find links to relevant articles HERE).

Instead of forcing your marketing and R&D to meet certain percentage targets of new launches, most of which will be destined to failure according to latest statistics, why not review your current offers with new eyes?

If you truly understand your customers, you will quickly find small changes that can make a significant impact on customer satisfaction and loyalty, when you take their perspective. And as an added bonus, if it solves a frustration of theirs, it might even bring you increased profits, since the perceived value will be higher than the cost.

RECOMMENDED ACTION: Download the free "Secrets of Innovation" eBook by completing the form on the right-hand side of this page.

 

#8. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos (>>Click to Tweet<<)

In the past, most companies were more concerned with the reputation of their brands than they were with that of their company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the brands they buy, it is vital to manage your image from both perspectives.

In addition, if your company is the brand as is the case of Coca-Cola or Red Bull, then this is vital to follow very closely. The same applies for any organisation that is considering adding their company name more prominently to their packaging.

RECOMMENDED ACTION: Review whether there are differences between your company and brand images and whether they are complementary. And book a 1-Day Catalyst Training Session to ensure you are measuring the right metrics to optimise your images.

 

#9. “The journey of a thousand miles must begin with a single step.” Chinese Proverb (>>Click to Tweet<<)

Today’s customers often have more complex paths to purchase in many categories than they did in the past, so thinking of the simple awareness to loyalty funnel becomes less relevant.

In order to understand the purchasing of your brand, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information based on the size of their budget and take the time needed to make what they consider to be an informed decision.

RECOMMENDED ACTION: Check whether you are in every relevant touchpoint with appropriate information for them. Learn more about optimising your communications HERE.

 

#10. “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill (>>Click to Tweet<<)

If your world has changed then so should the metrics you use to manage the business. Annual reviews of your KPIs should be made, if not even more frequently.

Also, review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? If not, then it's probably time to update your KPIs.

RECOMMENDED ACTION: Review and refine your KPIs. Find out more in Chapters 37-38 of "Winning Customer Centricity."

 

#11. “The fear of being wrong is the prime inhibitor of the creative process.” Jean Bryant

Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error exercises, the more likely it will be that your employees will share their more creative ideas.

If failure is punished, then they will be reluctant to try or even propose new things and your business will stagnate. This is a great time to review your ways of compensating creativeness as well as how you share learnings from failures.

RECOMMENDED ACTION: Download the FREE "Secrets to Actionable Insights" below.


FREE Secrets to Actionable Insights eBook

Get your copy of this new 50-page eBook on the “Secrets to Actionable Insights.”

We value your privacy and would never spam you


#12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot

Do you ever take decisions based on information or knowledge? If so then perhaps you should reconsider your insight development process.

While information and knowledge are essential to a deeper understanding of your customers, it is only when you have integrated everything you know and understand about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

RECOMMENDED ACTION: Sign up for a 1-Day Catalyst Training Session on "Insights to Action" or "Insights to Impact." More information HERE.

 

Storytelling#13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds

Taking the decision to share information and understanding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential understandings of your customers.

Before every presentation ask yourself what is the one sentence that sums up everything you want to share.

If you can't come up with one, then perhaps you don't know what you're talking about, or perhaps you just need more time to practice.

RECOMMENDED ACTION: Read Chapters 45-47 in "Winning Customer Centricity."

 

So there you have thirteen marketing quotes that will excite and inspire most people. And because I promised you a bonus if you read to the end, here is one more which aptly sums up all the others.

It is the one message out of all these marketing quotes from Charles Darwin which remains vital to remember in this awesomely changing world we live in.

“It is not the strongest of the species that survive, nor the most intelligent, it is those most responsive to change”

If you have your own favourite marketing quote that inspires you to change your business practices in 2017, then please share it below. We would love to hear from you and we promise we'll add it to our growing library of quotes, with appropriate credit to you. (Fame at last!)

For even more inspiring marketing quotes, why not check out our website library? it's regularly updated.

C³Centricity used images from Denyse's book "Winning Customer Centricity" in this post.

How Marketers Like You Are Fully Benefiting From This Awesomely Changing World

I’ve just returned from a trip to California, USA. All you marketers who follow me on Twitter, Facebook or LinkedIn, will have seen some photos of the various places I visited, from San Jose in Silicon Valley near San Francisco to the huge sprawling metropolis that is Los Angeles.

I was there to attend a conference on how business people, not just marketers, can break through our self-limiting behaviours. I also took the chance to catch up with a few C³Centricity partners. All the experiences were mind-blowing or rather mind-stretching, and it is this idea which prompted today’s post. How we marketers can break through our well-established but self-limiting thoughts and behaviours to make our businesses shine.

Heart-centered versus Customer-centric

The conference I attended was a great opportunity for me to meet many other people from around the world, who want to make their businesses more heart-centered. You know that I am a champion of customer centricity, so you might be wondering what the difference is between a customer-centric and a heart-centered business. After my three days in San Jose, I would say that in my opinion, not much. I believe it is difficult to think customer first without it also involving the heart; at least, it should.

As we try to put our customers at the centre of our organisations, it is through a concern to satisfy and delight them. A heart-centred business would probably go further to ensure that what they do also benefits non-customers, or, at least, doesn’t harm them.

Creating shared value for smart marketersCreating shared value has become a strong commitment of many of the leading global players in the consumer goods market, with Vodaphone, Google and Toyota leading the way according to the Forbes “ Change the World” List. If the topic inspires you then you might also be interested to read an article on ” Innovation and Creating Shared Value“, which I was invited to contribute to the latest issue of the Journal of Creating Value.

But back to businesses; which is yours? Heart-centered or “just” customer-centric, or are you not even there yet? (>>Tweet this<<) Do you think customer first but forget about those who are not yet customers? If so, then here are a few current habits that some companies have, which show how customer centric they are – or not:

  • Asking credit card details for a “free” offer. This information would only be of use to charge the client and is a “trick” often employed by companies making time-limited free offers, in the hope their clients forget to cancel within the allotted trial period. Customer-centric businesses would only ask for such information once the customer is committed to purchasing the offer.
  • Requiring full details on a contact form when the customer just wants to ask a question or download something. This information rarely provides value to the customer and is a real turn-off for many. Customer-centric businesses avoid asking more information than they need for immediate action. For them, building a strong relationship with their customer is more important; the additional details can be gathered as the relationship develops.
  • Offering helpful suggestions of other products or services that may be of interest when a customer buys something. Yes, this does benefit the company too if the customer buys additional offers, but win-win service is customer-centric too. These recommendations use a technique called affinity analysis (sometimes called basket analysis) and although Amazon wasn’t the first to use it, they are by far the most well-known marketers to do so.
  • Providing positive experiences the customer hasn’t paid for and doesn’t expect. This can be upgraded products or shipping, samples or additional products or services included with their purchase. This benefits the customer by adding an element of positive emotional connection to the business. It also benefits the business as it can lead to a better company image and greater loyalty.

Creating Plausible Future Scenarios

As I mentioned in the introduction, I caught up with a few of C³Centricity’s major partners in California. One of them,  SciFutures, in Burbank, gave me my own experience of the future in a h ands-on way, which was awesome! During my last visit, they let my try out the Oculus Rift VR glasses. While it was interesting, the stilted imagery did not enable me to fully embrace the new world I was watching – a roller coaster they had warned would make me sick – which of course it didn’t! Not only did I not fully engage with the scenes shown, I was underwhelmed by the potential of using the experience for marketers.

HTC Vive for smart marketersFast forward to less than one year later and I was blown away but the HTC Vive  and Amazon Echo / Alexa experiences they gave me. The HTC glasses enabled me to integrate into a world of endless possibilities. They invited me to become an artist and although I am not very creative, this tool enabled me to create incredible 3D images which I could view from every angle.

Amazon Ech Alexa

 

The Amazon Echo / Alexa unit, which is the first step towards a smarter home that I would certainly like to make, sat quietly on the shelf until an order was issued. Whether it was to estimate the drive time to my next appointment – which is vital when battling the impossibly heavy traffic in Los Angeles –  to requesting to listen to a specific music or to add an item to my shopping list, “she” was an always-on assistant that I can’t wait to have for real in the not too distant future.

Besides these fun experiences, we also discussed SciFutures’ work with major multinationals in developing  and more importantly, showing, the possible future developments of the home, the financial sector and multiple other industries.

I am always living in / dreaming about the future, so you can imagine how exciting our discussions were. (If you are in need of some new perspectives on your own industry in order to be better prepared in this fast-changing world, then let me know and we can start creating an inspiring and exciting future scenario for your business)

Self-limiting Thoughts and Behaviours

At the beginning of this article, I said that I had been inspired to review the self-limiting thoughts and behaviours that slow our progress and that of our businesses. I, therefore, want to end with a list of them, which I developed during the conference and in the days following it. I would love it if you add your own ideas in the comments below.

  • Beliefs are created out of our own, personal experiences and we rarely realise that some of them are not truths. Tony Robbins said that “Beliefs have the power to create and the power to destroy. Human beings have the awesome ability to take any experience of their lives and create a meaning that disempowers them or one that can literally save their lives.”  (>>Tweet this<<) While reviewing the following list, I suggest we dwell on our own thoughts and behaviours and make 2016 the year we made changes that will empower us. Both we and our businesses will flourish if we do. 
  • The word “can’t” is far too often used these days, when in fact we most likely mean “won’t make the time” or “aren’t interested“. We should be more honest with both ourselves and our co-workers. Explaining our reasons for our behaviour or lack of enthusiasm is valuable information for future exchanges and learning. “Honesty is the best policy,” said Benjamin Franklin more than three hundred years ago and yet we have still not learned the lesson! (>>Tweet this<<)
  • The word “should” often precedes the use of the word “can’t”. For example “I should do that but I can’t find the energy”. Again we need to be honest in admitting the real reasons behind both why we “should” do something and why we won’t. And again a better self-awareness and underst anding.
  • We love to give rather than to receive. We love to provide support and help but hate asking for it ourselves. This is a crazy situation that most of us find ourselves in more often than we would like to admit? We like others to be indebted to us, as it gives us a (false) feeling of power. Keep this in mind and endeavour to make your life one of balance; to give and receive.
  • Shakespeare said it best in his play “As you like it”, Act II, Scene VII:  “All the world’s a stage, And all the men and women merely players” (>>Tweet this<<) What are you playing it? Relationships are built on trust and authenticity, both in the personal and professional circles. Are you pretending to be someone you are not, or to know something you don’t? If so, the stress of being “found out” will take it’s toll eventually, one way or the other. Being our authentic selves is the only way to exp and, grow and flourish. The same is true for br ands.
  • “Procrastination is the thief of time” (>>Tweet this<<) is a mid-18th century proverb which means that if you delay doing something, it will almost certainly take longer to complete later on. The best solutions to procrastination include making lists, breaking down large or unattractive tasks into smaller, more achievable steps, and making the work time-limited. Making progress, however small, is better than none at all. (>>Tweet this<<).
  • Often one of the reasons for procrastination is perfectionism. We set such impossibly high st andards that we know we’ll not meet, even before trying – so we don’t try. Life is for learning and as I said previously, any progress is better than no progress. Imperfection is human; embrace your humanness and learn from your failures. Edison is quoted as saying “I have not failed, I have just found 10,000 ways that don’t work”.  (>>Tweet this<<) So ask yourself: “Are you learning to fail or failing to learn?” Hopefully, it’s the former! (>>Tweet this<<)

These are just a few of the many self-limiting thoughts and behaviours that many of us have and which make our lives more difficult than they need be. I was motivated by the conference I attended and I hope that my sharing these ideas has inspired you too to change, but without the need for the travel and resource investments I myself made!

My final comment on self-limiting thoughts and behaviours is a quote from that conference; “Fear is the only thing that gets smaller as we run towards it.” Hey all you marketers, are you ready to run towards your own fears and succeed in this awesomely changing world of possibilities?

If you’d like to read more on this topic then I would highly recommend you follow Steve Aitchison at  www.steveaitchison.co.uk , as well as read a recent guest post there by Kathryn S andford called 3 Strategies to master the self-limiting beliefs that are holding you back in life.” Enjoy!

Please share your own ideas and let’s support each other to be more authentic in 2016. If you haven’t already done so, please join the C³Centricity Members Group on Facebook, where we share ideas and support each other in becoming more heart-centered and customer centric.  

Winning Customer Centricity book coverThis post includes some concepts and images from Denyse’s book  Winning Customer Centricity . 

It is now available in Hardback, Paperback, EBook and AudioBook formats. You can buy a copy from our website here, as well as on Amazon, Barnes and Noble, iBook, iTunes and in all good bookstores. Discount codes are regularly published on our private  FaceBook Members group – why not ask to join?

FREE DOWNLOAD “Secrets to Brand Building”

Everything You Need To Know To Improve Your Marketing & Brand Building

* indicates required