Business strategy doesn’t have to be complex—it’s all about assessing the problem, your solution, the market, and your business identity. Technology-related vulnerabilities in products such as medical devices, automobiles, and thermostats—or even in systems such as business applications or the power grid—can lead to product failure or injuries or be exploited to gain access to customer data or systems.
This will often be ‘flying by the seat of the pants’, or ‘gut-reaction’; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed.
Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales.
Begin with a bold winning aspiration, enabled by technology, which identifies for whom the …