The Art of the Possible: ‘We, The People!’
To accelerate opportunity in 2014, speak, share, offer, reward, communicate, service and sell consumers based upon their preferences – not yours – to simply expand market share.
To accelerate the disciplines and rewards of business in 2014, understand that the buying preference actions of consumers in varying geographic or demographic silos only become profitable through the “social collective.” The collective motivates crowd sourcing, crowd preference and crowd buying through the “one” – the “one” who is socially engaged and motivated to extend your brand, products and services through social networks creates, motivates and ensures your brand effectiveness, and ensures highly profitable “time to volume sales.”
Our old, tired and worn-out “time to market” decrees and formulas can be inefficient, cacophonous and profit-misleading. They have been replaced in our new social networking generation with a fast “time to volume” mentality, a fast-engine and a socially savvy playbook.
In essence, the most profitable opportunity for any brand, or for any product, is fast selling in the early dawn of the first 30 to 90 days, when and where profit is afforded prior to product commoditization. In point of fact, investing $1 million to attract, convert and potentially retain individual buyers is time to market by definition. Time to volume promotes and denotes smarter, faster social engagements and exchanges warranted and extended by targeting those who will propagate and stimulate volume sales through their socially charged, socially engaged personal lives.
Why spend a dollar to target some, when you can smartly spend a dollar to target the sum of hyper-fast social consumer capital that spreads the word, the brand, the product and the preference deriving profitable advantage? Varying third-party studies suggest – and research proves – that motivated consumers trolling across social networks share brand and product preference, on average, with up to 25 friends at one time. These hyper-fast social-minded brand- and product-enablers are your best salespeople, and your best marketing and advertising weapons of choice: your best and most important human-social capital.
Common stockholders elect a board of directors formed for management oversight who are commonly paid a dividend if and when the company is profitable. In 2014, the light bulb will go on across a multitude of CEOs’, CMOs’, CIOs’ and stockholders’ heads. This nearly blinding light will accent, anoint and articulate the need to smartly reward socially engaged, loyal consumers who speak and sell your good word, brand and products. Perhaps some companies will smartly view crowd sourcing, crowd voting and buying as their external board of directors with fiduciary oversight defined as “either we collectively buy what you’re selling, or we collectively do not.”
As we know, company boards should consist of subject-matter experts in brand or product that represent the long-term interests of the collective – of the stakeholders. Stakeholders include the company itself, their channel partners, their manufacturing partners, their stockholders and their employees. Hence, socially engaged consumers are your very best board of directors, offering you fast time to volume product launch, fast decision-making and early market-making opportunities. Your most valuable human capital is socializing in the cloud, is found conversing with a large, fruitful digital crowd – or perhaps is trolling down a physical retail aisle.
For 2014, I would expect they would also be found engaging and exchanging at your very next board of directors meeting. n