My piano tuner told me he has a leads on two great pianos for sale. One was a Yamaha S series, the other a Steinway O Series. He has tuned them both for years, so he knows of their condition. I was tempted since I have a ten year old Young Chang, but it works and looks great.
Have accoustic pianos lost their “luster?” They have according to William Loeffler’s article, Pianos aren’t a center of attention anymore. The article suggests that this just may be a misleading trend. In other words, the abandonment of pianos is overstated, or just a trend.
The same trends happen in business. When a manufacturer creates a new trend, how long does it take for industry followers to copy it? In today’s technology, faster than ever. Are you one of those businesses that just look to copy the next trend, or are you a trend setter?
So how does a business become a leader, and not a follower? According to Kim and Mauborgne’s Blue Ocean Strategy, “Instead of concentrating on customers, they need to look to noncustomers. And instead of focusing on customer differences, they need to build on powerful commonalities in what buyers value. That allows companies to reach beyond existing demand to unlock a new mass of customers that did not exist before.” An example used in the book was “Big Bertha” a metal driver with a large head. This club made it easier for “noncustomers” or non-golfers to hit the golf ball. In other words, Callaway converted non-golfers to golfers and expanded not only its market share, but the entire market population.
If you continue to play the same tune, you will eventually sound like a broken record. Businesses must evolve. The minute you feel like “you’ve made it,” is the minute your competitors will start gaining ground.
The term buyers value, is ignored by businesses that follow trends. It is common for entire industries to supply services or products to a target market that does not want them. In other words, companies should focus on what businesses need and cut the chaff of what they don’t need.