Checkpoint 13: How Do People Engage With You?
Before you can align your touchpoints, you have to define what you’re selling and how you’re going to sell it. Naturally, this has cost-benefit implications. But since a brand is a person’s gut feeling, it’s better to address the problem with gut feeling rather than cold logic. What you’re looking for are ways to build your zag—later you can analyze the profit potential of the various components.
You may find that in building your zag you’ll want to give away items that your competitors sell at a profit. Or you may find that your competitors are beating each other up by competing in the same way, or in the same areas, and that you can steal a march by ceding those battles.
In BLUE OCEAN STRATEGY, ...
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