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Representative Image Three out of four new products fail in the business-to-business (B2B) market. There sure has to be a better way to develop new products. We outline a model that may look trivial but is very effective and powerful. When companies attempt to design new products, the difficulty is to get the marketing and development teams to agree. Poor decisions result in sub-optimal products that are either too expensive for the customers or useless in terms of value addition. Poor products destroy resources, brands, companies and careers. The use of personas is a new way to keep customers in mind throughout the development process. A persona is a hypothetical archetype of a real person. They are defined by their “job to be done” (JTBD); essentially, we define them by their objectives. The persona will represent the individuals within a market who seek to accomplish the same job. They seek to accomplish the same task, solve the same problem, or achieve the same goal but … [Read more...] about Bring B2B customers to ‘life’ with personas, it’s good for business

Share to Twitter Share to Linkedin The U.K. government has given the go-ahead for a controversial tunnel close to the internationally famous Stonehenge standing stones. Transport secretary Grant Shapps unveiled the decision on November 12. On one of his many YouTube videos protesting the plans, historian Tom Holland said: “The Stonehenge Tunnel is not just a tunnel. The government’s plans involve road-building on a massive scale through Europe’s most archaeologically significant prehistoric landscape: the desecration of Britain’s most internationally celebrated World Heritage Site.” There will be many campaigns against the tunnel but Shapps appears to want to go down in history as the transport secretary who “descecrated” Britain’s most famous World Heritage Site. The decision on building a road tunnel close to Stonehenge has been delayed several times. Shapps had been due to announce his decision on July 17. However, after new archeological … [Read more...] about Stonehenge Road Tunnel Gets Go-Ahead Despite UNESCO Saying It Would Trash ‘Outstanding Universal Value’ Of Wider Ritual Landscape

Share to Twitter Share to Linkedin Many agencies rely on freelance help to complete client work faster and for less money than it would cost to hire in-house talent. From large campaigns with many moving parts to one-off, last-minute projects, freelance talent can help pick up the slack in many areas. But getting everyone on the same page when people outside the agency are working on a project is often easier said than done. Whether an agency is temporarily understaffed or wants to bring contractors in to work with its internal teams on a consistent basis, it’s critical for agency leaders to ensure all parties understand timelines, deliverables and other expectations. Below, members of Forbes Agency Counci l share their best tips for making sure freelancers understand the goals of the agency and the specifics of the projects they’ve been assigned. 1. Take A Two-Pronged Approach First, lay out in writing the exact project requirements—including … [Read more...] about 14 Tips To Ensure Freelancers Understand An Agency’s Goals

“British tourists have contribute between 900,000 – 1,000,000 tourists to Thailand annually for the past seven years.” The failure of the British Thomas Cook travel business will cut the numbers of arrivals from Britain to Thailand for the remainder of this year. Yuthasak Supasorn, governor of the Tourism Authority of Thailand says they are also assessing a drop in northern-European tourists where tourists use the services of Thomas Cook subsidiaries. The TAT will issue their new projections when the full impact of the failure of the 178 year old British travel business is assessed. According to the Bangkok Post, talks will include agencies such as Asian Trails, the main destination management company for Thomas Cook, and hoteliers at popular beach locations such as Phuket, Phangnga and Koh Samui, namely Dusit Thani, Anantara and Mandara. Related news Thai officials provide safety guidelines for students, school staff amidst pollution 6 hours ago … [Read more...] about Thomas Cook demise will affect British tourism to Thailand for the rest of 2019