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Driving Growth Strategy 1 of

In
the last issue I shared the opportunity window that occurs when
customer satisfaction dives. This window opens because (a) new
opportunities are generated by the desire to have things different than
they are, and (b) market recognition of the new opportunity is weak. Seth Kahan's Opportunity Window

There are three primary strategies for leveraging
challenges in the marketplace. This issue covers the first: Address the constraints
your customers are experiencing.

For
example, a colleague of mine is executive director of a Florida real
estate association – her members are realtors. When the bottom fell out
of the local market most lost all their income. My friend quickly
realized that her customers needed money for survival and so she became
an expert
in job training for occupations  easily picked up by 
realtors.  That not only generated revenue, but also established
her organization as a source of much needed education. She built a good
deal of  trust
and appreciation among her members.

Then came short
sales
,
a trend most in her industry were repulsed by. Because of the distaste,
market recognition for the opportunity  to educate people was
weak. She jumped on
it, quickly establishing herself as an expert on how to conduct a
short sale. She began educating not only her own customers, but
everyone
who needed to understand the process – reaching a national audience. As
a result, her organization survived a downturn that killed most of her
competitors.

As a result she has outlasted her competition,
increased her market
penetration, and established strong ties with
her client base. She is in the best possible situation to ride the
recovery regaining lost profit and blasting competitors new (and what’s
left of the old).

  • What  challenges are your customers
    facing?
  • What do they most need help with?
  • How can you use the current situation to expand
    your assets including trust, new customers, and value creation? 

When you address the constraints
your customers are experiencing, you stand to gain.

Next week, I cover the second of the three
strategies: Transpose
your core competencies to adjacent markets.

Is Bob Dylan washed up? I think not.

Read
my latest
on the artist in the Washington Post, my reaction to a
recent critic’s piece in the WSJ.

Happy Holidays

Here in the USA this is Christmas week and the
spirit
of good will is in the air. May the holiday season enrich you in all
ways and make the world a better place for you and everyone whose path
crosses yours.