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The Most Important Marketing Lesson I Learned at P&G

Kooper Frame

August 27, 2013

10 thoughts on “The Most Important Marketing Lesson I Learned at P&G”

  1. Kooper – great post! Unfortunately, the Silicon Valley is littered with start-ups that are building “cool” technology without a market. I know I worked at a start-up years ago that assumed that their target market wanted their product. Only to learn that they didn’t want their product. It was a very expensive lesson, one that’s avoidable with some careful listening and research. I’m a big for of smaller releases and beta launches with the goal of learning.

  2. Great lesson and a good reminder about truly understanding the customer “before” you begin marketing any product (or developing a product). In addition, it is always good to ask yourself before beginning any communication, “if I were a customer, what is it I would want to know about this product (how will it benefit me?)”.

  3. As a Consultant I work with many companies and tend to run into this situation often. It does take a bit of experience and confidence to ask a dedicated team that has been working on a concept and plan for several months to step back and think about the customer experience. I have always found that when someone does step up and question the current path, more times than not it does change the course.

  4. Great reminder, Kooper! That’s why the first chapter in my Scrappy Project Management book is called “Customer? We Forgot About the Customer!” Alas, even when they DO think about the customer, many people rely on their gut feel instead of a real understanding of the customers. But most customers do not resemble us, and so our gut feel is a poor guide to their needs.

  5. I met with an entrepreneur recently for a possible engagement. When I asked him what his challenges were and what he was focused on, he spoke for 20 minutes about back office stuff (name, logo, url, etc). I then asked him when he thinks about solving the customer’s problem or making money. Crickets. He got the point that you just made quite clear; well done!

  6. Great reminder, Kooper. No matter how much we get caught up in the marketing and the spin in comes down to need. Sunny D has nice small single serving bottles perfect for kids lunches now…

  7. Great post Kooper. Yeah, it’s not always common to see people talking about their mistakes. But this is probably both the most important mistake to make early in your career and a very very common one for marketers to be making. I recently started a branding project with a client who said they just didn’t have the time or resources to do any real audience research. My argument: you do not have enough resources to NOT do that work. Understanding the audience should be at the tippy top of the agenda for any marketer.

  8. Hear, hear!

    If every company understood that customer need is always the “horse,” and that everything else is the “cart,” there would be many more happy customers– *and* senior marketing executives– with smiles on their faces.

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