Chris Koch

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Want to launch a new product or service faster? Do some research.

Chris Koch

In other words, companies start trying to deliver new products and services before they’ve adequately answered all the questions about whether this new thing is something customers actually want, whether it’s something that salespeople can actually sell, and whether it is something that operations can actually deliver at a reasonable cost.

Research 100
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Want to launch a new product or service faster? Do some research.

Chris Koch

In other words, companies start trying to deliver new products and services before they’ve adequately answered all the questions about whether this new thing is something customers actually want, whether it’s something that salespeople can actually sell, and whether it is something that operations can actually deliver at a reasonable cost.

Research 100
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Social media raises the bar for customer intimacy

Chris Koch

Product leadership. These are companies that rely heavily on innovative, exciting, status-conferring new products to hold customer interest. The good news is that we may look back on social media as the movement that made high levels of customer intimacy as achievable as product quality seems today. Intimacy through content.

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How Do You Market Something That’s Worthless?

Chris Koch

I come from an industry (publishing) where the cost to produce the product has dropped to zero. The publishing industry is imploding because its products can be produced entirely via bits and bytes and therefore, the marginal cost, as Jeremy Rifkin puts it so eloquently in this interview and video, has dropped to zero.

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I have seen the future of B2B marketing. It’s on Forbes.

Chris Koch

I’m especially fond of the effect it has on my colleagues in SAP marketing: they understand that they no longer need to pitch products to get the attention of customers and prospects. I give us a B- overall—not bad for a product company. As a practitioner of idea marketing at SAP, that’s music to my ears. But hey, I’m a known crank.

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Why bother with thought leadership? Five questions and answers.

Chris Koch

This depends on whether the products and services themselves are knowledge intensive. In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., Especially in B2B, products and services are becoming more complex and sales cycles are getting longer.

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Apple’s marketing arrogance

Chris Koch

Apple has violated both of those rules this week, and I’m sure they could care less—Apple long ago concluded that their products are so much better that customers will overlook the arrogance with which they treat customers. Apple creates great products.