In the 21st Century, “Revenue Science™” is a must have just like Quality, Lean and Six Sigma were 20th Century must haves for intentionally-successful leaders.
“Revenue Science™” brings new roles, new rules and new tools that must be applied by every organization that plans to survive and thrive in this constantly changing world.
Businesses are like the people in our lives. They are always changing but still guided by the laws of science and the human spirit.
Twice a month for the next year stand-alone pages from a new eBook will be revealed to guide those who want to win The Revenue Game in today’s complex and transitioning world.
Each page from the eBook is a step along the Revenue RoadMap that shows traditional leaders (CEOs, COOs, CFOs, Sales and Marketing) and now the CRO (Chief Revenue Officer) how to predictably grow profitable revenue regardless of market changes.
This is page 20 with 5 more to come. Join us in a new world of “Revenue Generation” by becoming a member of the “Revenue Science™” community. Share with us your feedback, experience, challenges, and observations or just come along to observe and learn.
New Tool – Scales, blood pressure cuff, gas gauge are ways to measure and decide what to do next for weight, health and getting to your destination. In the world of Revenue Science™, being healthy and arriving at your destination are no less important, but we have different tools to make that happen.
The most important tool is the “diffusion of innovation curve” or as Geoffrey Moore called it, the BellCurve. As Revenue Science™ has advanced the value of the BellCurve has grown along with it.
The BellCurve gives everyone a way to diagnose where they are in relation to the market as a whole and everyone and everything in the market. Beyond that, the BellCurve illuminates decision making based on the realities of Revenue Science™. So the first thing is to determine where a person, company or product exists or wants to exist on the curve.
Things on the far right side of the BellCurve are things like socks, bread or copy paper. When the buyer goes to market for these, the buyer needs NO help, only to know price and availability. The buyer is buying “STUFF”’. On the far left side, there are things the buyer has NEVER heard of. The buyer would not know what to do with one if someone gave it to them or how, to use it or justify it to their Board or spouse. It is only when the inventor shows the buyer how the buyer’s world transforms with this new thing that the buyer becomes compelled. On this end of the BellCurve the buyer is really buying the seller’s “BRAIN” and will pay much more for the “BRAIN” than for the “STUFF” based on value received.
Once it is clear where the person, company or product is on the curve, don’t deal with others more than one track right or left (it won’t end well). Learn and follow the rules for left vs. right staff, marketing, selling, tools, pricing, growing and about everything else in business. Apply this tool every day to everything. Sides do matter.