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 16 with 9 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 – Each of these words is a tool that creates a specific outcome. In Simon Sinek’s classic TED talk https://www.youtube.com/watch?v=sioZd3AxmnE there are 3 computer companies used as examples, which make the power of these 3 words (WHY, HOW, WHAT) clear.
The 3 companies are Gateway, Dell and Apple. Each has a specific way to communicate to the world. Gateway is a “WHAT” communicator. They talk about what they do. Gateway builds good enough computers and then sells them cheap. Dell is a “HOW” company. They are the leader in the online process of researching, comparing, reviewing, configuring, purchasing and maintaining computers and computer-related products.
The third company is Apple. Apple is the “WHY” company. Apple is in the business of making a “dent” in the universe by challenging the status quo by combining the best of easy to use, simple, individual-focused technology with the best of design and art.
Each of the 3 companies are rewarded by the market for their value they communicate. The difference between “WHAT” and “WHY” is about 18 margin points (“WHY” being rewarded with the additional 18 points) with “HOW” in the middle.
Telling your buyer what you do will make the sale more competitive, harder to win and assure a lower margin if you win. Every company that survives and gets to thrive will have “WHY” that compels buyers to support the “WHY” with loyalty, high margin and referrals. Re-think who you are and tell the market “WHY” you exist for margin and the fun of your passion.