The Unconscious Incompetent

Posted Leave a commentPosted in marketing

The theory of four distinct stages of competence was developed in the 1970s by Noel Burch of Gordon Training International, a global human relations training organization.

Of these four stages, the one I want to talk about is the unconscious incompetent, or the person that doesn’t know what he doesn’t know.

Make sure to pay attention to the feedback coming from outside your conference room.

Tell me if the following sounds familiar: You are in a meeting with your colleagues to create the next big product. You debate the different approaches you could take and during the meeting, you hear the opinions of several in the group. You finish your meeting and make a decision based on the group’s consensus of what is the best idea or even default to the strongest personality in the room. Does this really make sense? (more…)

Do They WANT It?

Posted 5 CommentsPosted in furniture, marketing, mattresses

There has been a lot of activity on the power foundation, or adjustable bed, front lately. Tempur-Pedic continues to drive interest with its great marketing campaign; Serta just launched iComfort which features a power foundation, to incredible reviews; and my company continues to experience strong growth within the category. Despite these successes, the power foundation business is not anywhere close to being what it could be. How do we, as an industry, continue to drive the product?

The Prodigy power foundation is an example of innovation in bedding. Is it something the consumer wants?

For me, it is all about the “want vs. need” paradigm. Very few actually NEED a bed that articulates into different positions, but when they actually EXPERIENCE the product, they WANT it. (more…)

Connecting With Your Audience

Posted Leave a commentPosted in creativity, marketing, social media

Okay, so you have your strategy in place and now need to analyze what tools to use to meet your objectives. As they say, one size doesn’t always fit all, so you need to figure out what social media platform(s) makes the most sense to help you meet your goals. I know you may understand what Facebook and Twitter are, but this is going to help you look at these outlets through a slightly different lens.

Where are you connected?