From the CEO's Desk


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Changing Marketing

When is good enough not good enough? The answer is always. Tom Peters called Excellence to our attention with his book, In Search of Excellence published in 1982. Striving to be the best should be tantamount in everything you do. It starts with your attitude. If you are willing to go that extra mile, drive yourself beyond your everyday normal routine, and shoot for the stars, all make for a good start.

The management consulting firm of McKinsey & Company weaves excellence in everything they do. One published work entitled, Product Excellence, noted, “In an increasingly competitive and complex environment with more choices than ever a company’s product success cannot rely on a few gurus only—it requires excellence along the entire product creation process”. “The leading players in product-driven industries have climbed to the top in part because of a relentless focus on product excellence. But emphasizing product excellence does not just help increase shareholder value, it energizes employees, customers as well as enhancing public recognition and brand strength.”  

Bain & Company, another management consulting firm, features Excellence in their company description. “Bain Marketing Excellence transforms your marketing with a practical, proven combination of analytics, customer-centric data insights and a test-and-learn approach, so you quickly begin delivering the right message to your customers and building the skills of your team”.

The Boston Consulting Group notes: “True excellence in support functions occurs when a company improves organizational effectiveness and efficiency without compromising one for the sake of the other.”

It appears that success, in everything from company operations to its sales and marketing efforts, is enhanced and driven by Excellence, not just doing a good job, but real Excellence! When you think your project is correct and ready to launch, take a second look. How can you take it up a few more notches to the Excellence level?

Excellence should be a vital part of every company’s culture. From the C-Suite to the employee, everyone should buy into it and make it a part of their daily routine.

It is the magic bullet that takes one from mediocre to great!

Franklin Cooper © 2020