businessman-superhero

Even The Best Salesperson Can’t Save a Poor Product

Gee Ranasinha Business

Today – more than ever – you better make sure that your product delivers on its promise. In today’s connected-customer environment where product information is so freely available, the sales division can no longer cover-up product weaknesses in the same way that it used to.

Business Change to maintain relevance

Business Change Is Inevitable

Gee Ranasinha Business

If you’re not happy with the way things are going, what fundamental, radical, extra-ordinary changes are you prepared to make to your business to change things?

marketing is about how we feel

“Fight or Flight” Business Marketing

Gee Ranasinha Business

The vast majority of companies aren’t very good at producing marketing experiences that pass the “Fight or Flight” test. I’ll go as far as to say that I’m betting that your company is one of them.

Dollar Shave Club ad screenshot

Dollar Shave Club: Definitely Standing Out

Gee Ranasinha Business

You may have already seen this. It’s a few weeks old already. If you haven’t, then take a look at this (real) video ad for Dollar Shave Club, a subscription-based razor blade delivery service (if you can’t see the video above, then click here). Not only does the ad feature the actual company CEO, Michael Dubin, as its central character. The video – which cost just $4,500 to make – was used to help secure venture capital financing from big-name companies such as Kleiner Perkins Caufield & Byers and Andreessen Horowitz! The results so far have been staggering. In the first ten days of launch, Dollar Shave Club signed-up 20,000 subscribers. In less than a month, their off-the-wall, built-to-be-shared video has been seen 4 million times. The company is on target to secure more than $50 million in sales in the first twelve months of trading. This is in what most people would agree is a mature industry, dominated by just 2 or 3 major players. They’ve done this in a commodity market space with zero marketing budget, sales staff, distributors, resellers, print or TV advertising. Regardless of how well (or otherwise) Dollar Shave Club does in the coming months and years, what …