TOC Marketing
The best kept secret breakthrough in marketing and business strategy is…
(drum roll)
TOC Marketing.
Or in full: Theory of Constraints Marketing.
Listen. If business growth is important to you, this may be your greatest discovery for 2010. Let me explain:
Marketers are misunderstood.
And it's their own fault.
We often think that marketing is about promotion. I.e. sales and advertising.
But marketing has far more to do with business strategy (company positioning, target market selection, product/service innovation) than promotional campaigns.
Eli Goldratt, developer of the Theory of Constraints methodology, essentially put it like this:
- If selling were the same as shooting sitting ducks while they ate corn by the side of a lake…
- Then advertising would be spreading the corn for the ducks to see and come to eat, whilst…
- Marketing would be figuring out how much corn is needed, the best places to lay the corn, and what grade of corn to use.
"How do we figure out what solution to offer our prospective customers?
That's what TOC marketing is all about"
- From the article: E.li-vating The Market Constraint by Tony Rizzo http://applyingcommonsense.com/TOCmrktg.pdf
The TOC Marketing Strategy begins by recording how your target audience 'bitches and moans' about their situation.
By identifying their 'undesirable effects'. That is, the negative results of underlying difficulties, frustrations, or hinderances that they have — the problem that your product can alleviate.
By identifying those various 'undesirable effects', the aim of marketing is to identify underlying causes of those negatives, and then build a value proposition that removes those underlying causes, competitively, and profitably.
Look, it's simple. Here's a quick example:
The Headache
[This content is protected under Free membership.]
My current interest is the integration of sound project management, with marketing (both strategic direction and tactical implementation), through the Theory of Constraints methodologies.
Perhaps we can uncover the key constraints – the true bottleneck – within the field of marketing, to help smooth out the difficult balancing act faced by business…
…of trying to act both effectively for long-term growth and efficiently for short-term value.
Join the debate inside the Linkedin TOC Marketing Group or contact me to discuss.
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