10 Insights on Securing Infinite Growth


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This presentation consists of highlights from the interview with Moe Abdou, founder & host of 33voices®.


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Michael Silverstein Title @MJSilverstein Michael J. Silverstein is a leader of The Boston Consulting Group’s global Consumer practice. He specializes in helping the senior leadership of large multinationals transform their companies through superior consumer insight, accelerated organic growth, and M&A. His clients include some of the world’s largest and most prominent consumer goods companies and retailers. He is a frequently cited expert on consumer buying behavior, retail and packaged goods innovation, and market development.


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Insight #1 Building an enduring brand is part Science and part Art: The Science — Get inside your customer’s head to understand her hopes and greatest aspirations, how and why she buys, and the context of her life & the trade-offs she has to constantly make The Art —A backstory that moves your customers emotionally


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns:


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They don’t ask their customers what they want


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They always woo their biggest fans


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They always welcome their customer’s scorns


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They understands that looks matter


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They transform their employees into passionate disciples


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They prioritize their virtual relationships


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They take giant leaps


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Insight #2 Observe the world’s most admired brands and you’ll recognize these eight patterns: They always fight to stay relevant


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Insight #3 Here’s what happens when you make an unwavering commitment to woo the top 2% of your customers:


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Insight #3 Here’s what happens when you make an unwavering commitment to woo the top 2% of your customers: They’re likely to be responsible for 20% of your sales


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Insight #3 Here’s what happens when you make an unwavering commitment to woo the top 2% of your customers: Drive 80% of your recommendations


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Insight #3 Here’s what happens when you make an unwavering commitment to woo the top 2% of your customers: Contribute upwards of 150% of your total profits


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Insight #4 Want to know how to respond to your customer’s scorns? Ask these questions and listen broadly:


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Insight #4 Want to know how to respond to your customer’s scorns? Ask these questions and listen broadly: Whom were they with when they last used your products?


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Insight #4 Want to know how to respond to your customer’s scorns? Ask these questions and listen broadly: What was the occasion?


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Insight #4 Want to know how to respond to your customer’s scorns? Ask these questions and listen broadly: What were the benefits they sought?


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Insight #4 Want to know how to respond to your customer’s scorns? Ask these questions and listen broadly: What were the trade-offs they made?


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Insight #4 Want to know how to respond to your customer’s scorns? Ask these questions and listen broadly: Did your product make them feel good about themselves?


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Insight #5 “Economic value is nothing without human value, I guide a humanistic enterprise.” - Brunello Cucinelli


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Insight #6 Nurture your workplace culture and watch your brand value soar. If you can transform a job into a calling; enable those on the front lines to make decisions on the spot, you will win the hearts and minds of your consumers for life.


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Insight #7 Ignore digital at your peril. There’s nothing virtual about the relationships that you forge with your customers online; they are for real and will annihilate your brand if you’re not careful.


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Insight #8 Enduring brands shy away from timid, incremental type of improvements. Instead, they vow to delight their customers by always seeking what’s never been done before.


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Insight #9 Consumer relationships are fragile, for unless a brand speaks the truth, acknowledges its mishaps and acts quickly to correct them; they will vanish in the customer’s eyes.


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Insight #10 Insights from The Boston Consulting Group on what it takes to build a great brand:


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Insight #10 Insights from The Boston Consulting Group on what it takes to build a great brand: Consumer brands are not created by genius alone.


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Insight #10 Insights from The Boston Consulting Group on what it takes to build a great brand: You get into a consumer’s head through a comprehensive understanding of users, usage, repurchase, and “raving.”


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Insight #10 Insights from The Boston Consulting Group on what it takes to build a great brand: Your level of knowledge is comprehensive and anticipatory.


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Insight #10 Insights from The Boston Consulting Group on what it takes to build a great brand: Consumer complaints that are met with humility, apology, enthusiasm, engagement, and curiosity are a gift.


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Insight #10 Insights from The Boston Consulting Group on what it takes to build a great brand: See around the corner; be ready for whatever is “next.”


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Reflect - Do you know why the top 2% of your customers buy from you? tweet us!


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Get the book


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If you have a question, submit it to 33voices Q&A for a direct answer from one of our founders or thought leaders.


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CONNECT WITH US! Tell us what you think [email protected] Presentation created by Chase Jennings Insights by Moe Abdou


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LEARN MORE


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