Non-Customers Research Notes
In my exploration of the concept of “non-customer,” I discovered that the term was first introduced by Peter F. Drucker in his seminal work Managing for Results (1964).
My Research Website
My Research Website
November 5, 2017
In the fast-paced world of digital marketing, creating tools and apps that truly resonate with your audience can feel like an uphill battle. Even if we build our tools based on solid principles like service design, there’s no guarantee they will catch the attention of potential prospects. As Halligan and Shah (2014) wisely pointed out, we often lack control over the long-term success of our initiatives.
It’s common to feel attached to a project simply because of the time, effort, and resources invested in it. However, it’s crucial to recognize when a tool fails to meet its marketing objectives. Investing in something that doesn’t deliver results can stretch your resources thin and distract you from more productive endeavours.
Renowned marketing experts Seth Godin and Brian Halligan emphasize the importance of an iterative approach. Godin (2011) argues against the age-old saying, “Quitters never win, and winners never quit.” Instead, he suggests that winners frequently quit—not because they lack perseverance, but because they know how to quit the right things at the right time. Recognizing when something isn’t working is a skill that can lead to greater success down the road.
Halligan and Shah (2014) further affirm that the essence of inbound marketing lies in constant iteration and improvement. Sometimes, we must let go of those not delivering results to make room for new projects. Inbound marketing thrives on the willingness to adapt and evolve.
This is where the principles of service design thinking come into play. We can determine their effectiveness by continuously reflecting on and evaluating our initiatives. The diagram (referenced in the image) outlines the stages of service design thinking:
Using this framework, we can create a cycle of improvement that benefits our tools and aligns our efforts with our marketing objectives.
Ultimately, it’s essential to acknowledge that not every project will succeed, and that’s okay. The key is to learn from these experiences and focus on what truly matters. Embracing the idea that quitting isn’t a failure but rather a strategic decision allows for growth and innovation.
Have you ever faced a situation where you had to decide whether to continue investing in a project or let it go? What did you learn from that experience? Share your thoughts in the comments below, and let’s learn how to embrace the Inbound way together.
In my exploration of the concept of “non-customer,” I discovered that the term was first introduced by Peter F. Drucker in his seminal work Managing for Results (1964).
The techniques employed to enhance search engine rankings vary significantly in the ever-evolving digital marketing landscape. Among these, black-hat SEO practices.
Even if we build our tools based on solid principles like service design, there’s no guarantee they will catch the attention of potential prospects (Halligan & Shah ,2014).