When discussing product strategy & positioning with clients, I often reference “The Discipline of the Market Makers” by Michael Treacy and Fred Wiersema. The authors contend that in order to succeed in their marketplace, companies must deliberately narrow their focus in order to excel at one of three disciplines:
- Operational Excellence: the best price with the most convenience;
- Customer Intimacy: the best service for a particular market sector
- Product Leadership: the best product through innovation
The book’s primary premise is that a company cannot be all things to all people. Companies should strive to be competent in all three disciplines. But achieving excellence in one dictates that you cannot do the same with the others. The three disciplines are by definition in opposition to one another. As such, they become a useful model for brand positioning.
Successful marketing demands covering all the requisite elements of the marketing mix: product, pricing, promotion, place (aka distribution), packaging, positioning and people. Our practice at Centriciti rolls these up under three disciplines which complement rather than counter each other.
The Venn diagram above highlights the focus we offer clients and specifically the benefits realized from this combination of marketing disciplines. Today’s marketing landscape is characterized by its abundance of complex digital technology solutions and can seem overwhelming for the uninitiated. By first applying the perspective of these disciplines, we help clients define the framework for delivering great products & experiences, building a memorable brand and delivering effective distribution channels. The tactics and technologies are always uniquely fitted to the business, but the disciplines remain constant.