Thursday, March 21, 2019

Do you have a base?

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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