Articles Tagged ‘Boutique marketing’

When Change Is In the Wind, Change. Part Two

Friday, July 15th, 2011

This is a continuation of my interview with John Gifford, publisher of “IndySmallbiz.com.” John started a newspaper in 2008 and almost immediately realized that the present newspaper format was not where he wanted to be. With that in mind, John moved on to creating his “tribe” of people and what he calls his “Boutique Marketing.”

John you really had to take a leap, how did you know what to do?

I didn’t know what to do but if you want to know what to do just ask your customers. Unfortunately if the customer wants something different, no one wants to listen. We talk about customer service but it really begins when you start to listen to what customers want and then develop a model to make it happen. I was also looking for something that was exhilarating and I really liked. So my strategy was to rule out what I hated and focused on what I liked and what I felt I could do.

I started with Simon Sinek’s model from his book, “Start with Why.” All organizations and careers function on 3 levels. What you do, how you do it and why you do it. The problem is, most don’t even know that “Why” exists. In other words, ask yourself, what drives you? This is the impetus that will get you going in the right direction.

Wilbur Wright was looking for a way for man to fly. He broke it into parts solving one problem and then on to the next. I identify with Wilbur Wright’s motivation: I like to solve problems. The problem I am solving now read full article »

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