ASCI 2×2: Embracing the business model
The other day, A Smart Bear wrote about leverage thru embracing differentiated, long-term strengths; “do you” was the idea.
What that really means, though, is embracing your business model – including in your messaging. Imagine that your business falls somewhere on this matrix.
Wherever it falls, strengths and weaknesses come with it.
Types of B2B Solutions slow decision-speed fast deep | Type A | Type B | insight ---------------+--------------- shallow | Type X | Type Y |
Well, who wouldn’t want to be Type B: fast decisions plus deep insight?
And who in their right mind would choose Type X, shallow on insight and slow-moving?
A lot of businesses actually; let’s take a quick tour of the matrix.
Type A (examples: R&D teams, strategy consulting) has a lot going for it:
- Develops tailored and innovative solutions
- Long-term profitability based on deep relationships
But… slow decisions can mean missed opportunities, misunderstanding of new trends – plus high cost research and analysis work.
Type B (examples: agile software shop, real-time market analytics product) can respond more quickly to opportunities and stack profits quickly – but they also incur the most risks, for their clients and their own firms.
Type X (examples: a standardized CRM, a bookkeeping package) might not be such a bad deal if you like predictable revenue, an easier selling cycle and lower overall risk, in exchange for lower growth potential.
And Type Y (examples: a rapid prototyping service, datasets-for-sale) has revenue flexibility and solution agility – the only issue is the solution might fall flat and do little for customers.
I’m guessing you know which quadrant you fall in – if so, you have some clues on what to focus on in your messaging.
(This was originally published on Art of Message – subscribe here)