Why Better Business Models Matter

Anyone that has ever worked with me can tell you that I'm a stickler about "business models." In fact, I often bring the room down with my insistence that every marketing concept or advertising campaign we create must seamlessly align with our clients' business model - not just their "brand position."

Most importantly, we must keep in mind that the strategies that we develop for our clients must deliver a real and measurable competitive advantage - and thereby positively impact business models. I truly believe that "if it's not different than it's not strategic." About 10 years ago, Gary Hamel wrote about this in his excellent book "Leading The Revolution." A specific example he refers to involved Jon Ives, then current head industrial designer at Apple. When Jon made a commitment to introducing aesthetics into his process to launch the iMac, PC's were among the ugliest products in use. Mac's simply looked different and more elegant than PC's. Soon, this seemingly basic factor became a huge level of differentiation for Apple and became both a key component of their brand and their business model. This different approach has continued to this day - through the launch of the iPod, iPhone and most recently the iPad.

The point: A Business Model isn't just about how your company makes money - it must take into account what makes your products and/or services different, valuable, useful and in-demand. I've spent many years helping to make consumers aware of and ultimately purchase products and services. Along the way, I have challenged some of my clients revenue models, efficiency, uniqueness, and perceptions of their business in general. I do this because all these things make for better business models.

It seems to me that in the rush to launch so many new mobile companies of late, a mentality of "we'll figure out the business model later" persists. Of course, that is lunacy - but we live in impatient times filled with short attention span consumers. My advice is to put every major component of your business model under a magnifying glass - not just those that make you money. Assume the leadership and courage to ask yourself "what makes my business and my brand different?" Then after you are satisfied with that answer ask yourself, "no really?"

Kelly Slater on Winning #10

A Good Night

Quote Of Week

Success is not final, failure is not fatal: it is the courage to continue that counts -Winston Churchill

Race Across The Sky - Countdown Widget

Quote Of Week

"Others can stop you temporarily - you are the only one who can do it permanently." -Zig Ziglar

If you are in business, a "bad guy" will appear one day. He may even defeat you whether it is fair or not. When this happens, keep in mind what Ziglar said. In the end, only you can stop what you are capable of. Get past the anger, the injustice, and forge ahead. You have learned the most painful of lessons - there are bad people in this world and they can fool you. But don't fool yourself into thinking you are weak or wrong - in other words, "don't stop yourself."

Lyrics of Week

We lose our way,
We get back up again
Never too late to get back up again,
One day, you gonna shine again,
You may be knocked down but not out forever,
Lose our way, we get back up again,
So get up, get up
You gonna shine again
It's never too late, to get back up again
You may be knocked down, but not out forever,
May be knocked down, but not out forever!