If I ask audience members, or clients, “What are your scarcest marketing resources?” they inevitably answer, “Time, money and people.”
It’s true. Time, money and people are scarce marketing resources. But there is another resource, often overlooked, which is as scarce, if not scarcer.
Customer attention.
Customer attention is a rationed good. Use it wisely.
"When Steve Yastrow writes, I pay close attention"
- Tom Peters
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Encounters:
The Building Blocks
of We Relationships
In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
For more information, see our About page.
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Can we add imagination to the list? I Have not come across a more precious resource. Find it, and you find everything else.
Imagination is the difference between the iPhone and just another “smart phone”
Imagination is the difference between Starbucks and just another cup of coffee.
Imagination is the difference between “Just Do It”
and just other ad campaign.
Jay, from Bangalore