By Michael Isaacson for our 15 Ways to Build Your B2B Brand in 2015 blog series
Early in my career, I had a client who had this sign hanging in his office: “In God we trust… all others bring data.”
At first blush, the sign made me nervous. I thought, “Do I seem untrustworthy? Does he not have confidence in the company I work for? Do we seem devious?”
As I worked with him, I found out that it wasn’t a matter of trust. It was a matter of certainty. This particular client practiced what he called “Evidence-Based Decision Making.” Research gave him the tools to make informed business decisions about product improvements, pricing strategies, channels of distribution and marketing. He had decades of experience behind him and great intuition when it came to sales and marketing but, in the end, he let research and facts be the deciding factors in his decision making process.
20 years later, I’m an even bigger believer in the value of research. However, I now see the value well beyond the four P’s. It’s about staying competitive in markets that are shifting and changing on a daily basis. Here’s how you can stay on top of your game: (more…)