Jim Blasingame

Business futurist, award-winning author, speaker and columnist

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Archives for February 2020

Five marketplace truths about human customers

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Spend time in the marketplace and you’ll have many close encounters of the third kind with the most interesting species in all of nature: the human customer. And as we’ve learned, the nature of this being isn’t much different from other animals: All need to breathe, eat, drink, procreate and survive.

But there is something that clearly sets human customers apart from other fauna: sentience. And one of the manifestations of this self-awareness is that beyond what customers need, they’re the only lifeform on planet Earth that also wants. Your customers want things.

Every human who owns an automobile will need to buy new tires. But what they want is to keep the family safe without spending an entire Saturday shopping for tires. So, if you’re in the tire business, should you advertise that you sell tires, which are commodities that the Big Boxes can sell cheaper than your cost? Or should you develop, market and execute a customer loyalty program that combines peace-of-mind for the customer’s family with pick-up and delivery? How about this tagline:

“Let us help you keep your family safe when it’s time for new tires, and we’ll give you your Saturday back.”

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The intangible force of organizational special sauce

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“Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

You may remember this jingle that once described the McDonald’s Big Mac. That burger was created to go head-up against the Hardee’s Husky, which was, well, husky, and the first-to-market with a “special sauce.”

Over the years, the term “special sauce” has been re-deployed beyond the burger wars, from condiment to handy metaphor. Management and organizational nerds, like me, have co-opted the term to identify a level of intangible performance that manifests beyond standard expectations.

Organizational special sauce in the marketplace isn’t a strategy or campaign, nor can it be achieved with a slogan or mission statement. No special sauce was ever the fruit of an algorithm, big data, or other amalgamation of ones and zeros. To the chagrin of Wall Street quants and activist investors, organizational special sauce is an incalculable, unprojectable, and intangible force. It’s 100% performance leverage produced by an active ingredient made of highly engaged human beings loving to work together toward something they all believe in.

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A big black bird is coming at you. Are you prepared?

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What do a rock, a flea, and a plate have in common with a small business? Hint: they’re all associated with surprise and danger. Any ideas?

Here’s another hint: a bird is sometimes used to refer to them. Anything yet? Okay, I’ll stop.

The rock is the dinosaur-killing asteroid that slammed into what is now the Gulf of Mexico 65 million years ago. The flea contributed to wiping out half of Europe during the Dark Ages. The plate was the tectonic kind that slipped on Boxing Day 2004, creating the south Asia, 9.3 megathrust earthquake and tsunami. And that small business? Patience, grasshopper. I’ll get to that in a minute. But first, about that bird …

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Lincoln’s leadership, courage and perseverance continues to inspire

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It’s that time of year when we’re reminded of the life of one of the most famous people in the history of modern civilization. What follows is a little history and a lot of inspiration.

Earthlings in every country on the planet have heard of the American who was born dirt-poor in a log cabin on the frontier, 2011 years ago this week. Even if they don’t know why, people know the name Abraham Lincoln. And for good reason. Besides almost three dozen Lincoln monuments (including internationally), there are over 600 schools, dozens of cities and counties, and no less than a gazillion streets, parks, buildings, and sculptures celebrating this great man’s iconic name and countenance.

As the 16th president of the United States of America, it’s generally accepted that Lincoln’s leadership during one of the greatest conflicts in human history was a profile in courageous genius. Even though the American Civil War was horrendous and the post-war era harsh, prolonged and contentious, both resulted in the successful reassembly of the United States – sans slavery. When you consider the blessing that the re-United States became to the world for the past century and a half, it’s no leap of logic that Lincoln is recognized as one of the most important individuals in the history of Western Civilization.

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What politicians, small business and mice have in common

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As we stand here on the threshold of another national election year, it’s appropriate to turn to the legendary book by the late Dr. Spencer Johnson. Who Moved My Cheese? tells the story of four characters who ate only one thing: cheese.

Every day, all four characters went to a specific place in their world – a maze – where they found cheese. The first two were not picky about their cheese, nor where they found it – it was just food they found in a place. Then, one day – you guessed it – somebody moved their cheese. These two unfinicky fromage finders immediately began looking for the new place where cheese was being put.

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