In The Romance of The Three Kingdoms,
Zhuge Liang famously advised Liu Bei to borrow the city of Jing as a base for
him to build his kingdom. While as a brand you cannot borrow users and
consumers, you can gain these. If you are a start-up or SME brand, ask
yourself, where can you build your base. Who is going to be your loyal
customer? Your fan-base. Your evangelist. Whatever sexy name you want to give
this group of customers.
Of course, your ‘base’ doesn’t just
have to be consumers. What is your flagship SKU? Your flagship product that has
the potential to be the biggest winner is your product base. Start there. Spend
on it. Make it a hero. Make it the base where you will launch future successes.
Where will your success start from?
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