M4-S5 - Session notes - Communication

Shared understanding is key

• Everyone is right (but has a different perspective)
• Communication should not 'over the wall'
• Types of business cases:
  • Internal direct
  • Internal indirect
  • External direct
  • External indirect
  • Additional complexity (for internal organisations)
    • Seller, Intermediates and buyers switch roles
    • An R&D guy may become responsible to buy external IP
    • A sales guy may stumble on a promissing new external technology

Unique Selling Proposition

Guidelines:

1. Make it short - a phrase, not a sentence
2. Keep it vague enough to leave room for imagination
3. Try to convey a positive feeling
4. Give it impact and emotion
5. Avoid defining your business as a commodity
6. Focus on the promise of emotional gratification - the result or benefit - not the work or features you offer
7. Make it consistent with the general perception of your business and what you have learn of your customers gratification mode and purchase preferences