Can you move to a more profitable business - upstream?
Why consider going "upstream" in your marketing strategy? Because it allows you to build a more profitable business much more quickly - through a deeper understanding of your unique market position and a meaningful connection to your customers... and then optimize for the conversion of visitors into followers, prospects, leads, and customers. Upstream, you'll discover and build on your strongest position and radically improve your website & advertising performance; bringing you new leads / customers and slashing advertising costs. You can do it all by looking at business top down.
Upstream marketing is all about making sure you address the true source of problems / opportunities vs. simply the problems / opportunities themselves. This results in much improved long-term business benefits. It's akin to "learning to fish" vs. being handed a fish. (Most business owners just want the fish, and contractors are more than happy to deliver. So, if you're satisfied with a one-off tactics, upstream is not for you.) Onwards!
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Simon Sinek describes why APPLE has achieved the success they enjoy and continue to innovate:
Here's the secret:
They achieved extraordinary success through upstream thinking. Day to day, they employ a series of far-reaching, well placed optimizations & innovations built around a strong and well understood core understanding of WHY they exist - and this goes to the very source of our quest upstream. Then the optimizations don't add up - they build on each other to reel in exponential results.
“Adequacy is the enemy of Excellence.” - Peter Drucker