I have enjoyed following the Apple – Taylor Swift story. Apple Music is a streaming music service, scheduled to launch this month. As a promotion for its consumers, it is offering a free 3 month trial to anyone who signs up for the service. Sounds great – one problem it was not planning on paying writers, producers, or artists for those three months. Enter Taylor Swift!
Last year, Fortune ranked Apple as the most powerful brand in the world. According to Forbes, the Apple brand is worth $124.2 billion and almost twice as much as any other brand in their annual study of the world’s most valuable brands. It has tremendous credibility and leverage and they have continuously leveraged that in the marketplace.
Well how about the Taylor Swift brand? It is also meaningful and significant! We believe Apple made the right choice on this one –what do you think?
Read the New York times article below
In the 1990’s one of the highest rated program in the U.S. was Seinfeld. The premise of this program was Jerry Seinfeld and his friends going through everyday life, talking about situations that many of us can relate to. The personalities of the offbeat characters who make up Jerry’s social circle contribute to the fun. In one classic episode entitled The Opposite, Jerry’s theory that every instinct his friend George has is wrong. George decides to try the opposite, and that proves successful – finds a girlfriend, gets a great job and a nice apartment to live in — all not probable if he had followed his original instinct. Obvious the sitcom does not always portray real life, but it I entertaining to think about.
So many times we focus on the answers to our questions and we miss the importance of asking the right questions. If you approach that completely OPPOSITE – flipping the old way of thinking upside down — finding the right questions will definitely lead you to the right solution. Strategic thinking helps drive change in an organization only when the right questions are addressed. Over the years, we have worked to identify which questions are most relevant. Whether it is working with a large fortune 500 company or a small non-profit, we have seen the power of asking the RIGHT questions. Think about any situation you have been in …. How many time have you and your teammates jumped to solutions? Have you ever heard the old saying “we have a solution looking for a problem”? If you approach that completely opposite – flipping the old way of thinking upside down — finding the right questions will definitely lead you to the right solution. Our Strategic Thinking Framework just does that, my colleague Jack Mastrianni and I have worked years to perfect this. We use an hourglass to graphically display the questions. Next—Why the Hourglass –stay Tuned! see the hourglass at www.globaledg.com
Talk about a challenge to a brand! Think about it — over the last 90 days, how has the Toyota brand changed in the eyes of consumers? Toyota’s competitive advance in the eyes of the consumer has been its reputation for quality. This is a great lesson on how to never lose focus on how you differentiate yourselves with the consumer. Identifying what makes you unique is an important part of what makes strategic thinking come alive for organizations.
Toyota’s production system has long been admired by companies for quality. Ryozo Yoshikawa, a professor of manufacturing Management at the University of Tokyo, indicates forgetting about its consumers has led to Toyota’s problems.
The executives in any organization that does not always think strategically and focus on what is best for the consumer, is not going to win long-term in today’s marketplace.
What do you think?