Forbes: Perchè il Marketing dovrebbe prendere sul serio il “Customer Success”

Source: iStockphoto

Source: iStockphoto

AICEX: Aspetto tutt’altro che trascurabile — 


Why Marketing Needs To Get Serious About Customer Success

By Jeb Dasteel and Amir Hartman

The difficult truth is that your customers don’t care about your innovation or your products; they care only about the result you can help them achieve. So while many companies believe they’re focused on their customers’ success, they’re really focused on their own success.

Continua a leggere “Forbes: Perchè il Marketing dovrebbe prendere sul serio il “Customer Success””

Cosa ho imparato dalla biografia di Jonathan Ive, la “mente” dei prodotti Apple

AICEX: Se Apple è quella che è molto lo si deve anche a lui.


What I learnt from reading the Jony Ive Bio

I just finished a great biography by Leander Kahney on Jonathan Ive the brilliant mind behind the product design of groundbreaking apple products like the iMac, iPhone, iPod and iPad.

It’s an excellent view into both the way Jony Ive thinks about design, and user experience, and how Apple adopted his methods, and built a team culture and leadership art centered around it.

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Peter Drucker: Quale è lo scopo del tuo Business ?

NOTA AICEX: Sono i Clienti che generano il Business, come in un approccio “pull”, e questo si lega anche a logiche di Time to Market, per cui anche il migliore prodotto avrà poco successo se non ci sono clienti disposti ad acquistarlo.

In Peter Drucker’s The Daily Drucker, which contains 366 daily insights (excerpts from his books; see original text I’ll refer to from The Practice of Management in the image to the left), each one ending with an action item to put that day’s concept to use, he writes:

If we want to know what a business is, we have to start with its purpose. And the purpose must lie outside the business itself. In fact, it must lie in society, since a business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer.

The customer is a foundation of a business and keeps it in existence. The customer alone gives employment. And it is to supply the customer that society entrusts wealth-producing resources to the business enterprise. Continua a leggere “Peter Drucker: Quale è lo scopo del tuo Business ?”