We have borrowed the name from the consumer market to underline the restart of the business after the summer holidays. 

Let’s wish a happy restart and get ready for the first part of the journey: the qualification process. The purpose of the process is making a choice, as we cannot target everyone or everything: we must choose. The choice is the leader’s job. Nobody else can do it and, in modern organizations, nobody will do that if there isn’t a strong leadership in the organization.

In most sales of marketing departments, there is the belief that the more option they have more sales they will do. It could be, but the majority of business cases we have studied for the book we have got a different information: the power of a winning value proposition is in the passion, in the ability to execute and the most of all, in the ability of an organization to act as an organism. In this case, everybody will do his/her best to achieve the target, but they can have success only is there is a clear target. So the qualification process, at a strategic level, is who could be interested in our value, at the execution level, the process will identify those people in our audience.


I just want to thank all of you who have spent the time to comment on «The Pareto Law in business». I’ll take care of your suggests improving the blog. The goal, for me, is making a brainstorm around the concept of the value proposition. I’d make a spur as I strongly believe that the proposal should be a scientific process ruled by something we should understand. The third law of motion shall apply to business too. People simply don’t act moved by coincidence, there is a reason for every choice. 

I noticed that we have troubles when we fall in love with the product too early and we don’t focus enough on the foundation of vision and strategy to make sure it connects to what people want and use. 

Every post aims at that. Thank you again.

Who is your customer?

A lot of people has asked me if they can use the profile map for a customer segment. I guess the answer is no because the original purpose of the map was to address professional needs based on the role. We wanted to suggest to the designer to understand which they are and insert them into the characteristic of the product/service. For example a buyer should want a better price, a businessman makes more money, an operation manager reduce the risk. Leggi tutto “Who is your customer?”