INSIGHT on INSIGHT: Getting to the What If

There is value in understanding history, but there is significantly more power in predicting the future.

INSIGHT on INSIGHTThomas TessmerJanuary 14, 2015What If?, Beyond POS

INSIGHT on INSIGHT: Getting to the Why (or the root cause)

Insight goes beyond observable situations. It reaches below the surface and discovers the factors driving that behavior.

INSIGHT on INSIGHTThomas TessmerJanuary 12, 2015Root Cause, The Why, Beyond POS

INSIGHT on INSIGHT: Getting beyond POS data (that’s Point Of Sale)

Having POS data provides a wealth of information, but also encourages a certain degree of laziness.

INSIGHT on INSIGHTThomas TessmerJanuary 9, 2015Beyond POS, What If?

INSIGHT on INSIGHT: From the What to the Why to the What If

You already know the value of understanding cause and effect, and the greater value of getting beyond the what and to the why.

INSIGHT on INSIGHTThomas TessmerJanuary 7, 2015

INSIGHT on INSIGHT: An Introduction to Insight

The integration of insights to guide data-based decision-making has matured from a unique competitive advantage to a basic expectation.

INSIGHT on INSIGHTThomas TessmerJanuary 5, 2015Applying Insight

INSIGHT on INSIGHT: Why You Should Care About Investing in Insight

Regardless of a company’s size, they likely operate in an environment of allocating limited, scarce resources.

INSIGHT on INSIGHTThomas TessmerJanuary 1, 2015Applying Insight

MISTAKE #75: You can’t appeal to the masses without appealing to the masses

Make sure you're not betting the viability of your product (or company) on impossible odds.

OMNI-PRESENCE AND CONTENT CREATION: Be seen and heard

Through an omni-assessment, we discover how the omni-channel revolution is impacting your category.

MISTAKE #74: You thought you could manipulate data and get away with it

If you mislead the buyer, expect shoppers to quickly out you as they refuse to live up to the false expectations you set.

MISTAKE #73: You did not take time to find common ground with the buyer

Remember that helping a buyer accomplish his/her objectives is often the path of least resistance to accomplishing your product's goals.

SALES SUSTAINMENT: Turning initial sales momentum into long-term success

Unfortunately, year-one never ends…it is a cycle that restarts every time new item distribution is gained.

11 BARRIERS TO GROWTHThomas TessmerDecember 15, 2014Moments of Truth, Delivering Results

MISTAKE #72: You do a poor job educating your prospects

Emotions play a significant role in what people will believe, will remember, what will change their attitudes and, eventually, behaviors.

Mistake #71: Your marketing efforts are timed all wrong

Follow these 8 guidelines to make sure every (limited) dollar you spend on marketing is having the greatest possible impact.

MISTAKE #70: You pick a bad brand name

Beyond doing a great job developing your product, don't overlook the power of developing an equally-strong brand name.

AN IDIOT'S GUIDE TO EDUCATING YOUR SHOPPER

Make sure you consider these 12 principles as you seek to better educate shoppers.

Thomas TessmerDecember 3, 2014Education, Shopper Experience, Expectations

MISTAKE #69: Your volume forecast is over-inflated

Make sure your volume forecast is built on facts and supported assumptions, not feel-good wishful thinking.

SELL-IN SUPPORT: Getting to yes by getting the buyer to say no

Different approaches to earning retail distribution lead to dramatically different results.

MISTAKE #68: You under-value or over-estimate repeat purchase or loyalty

By definition, sustainable sales require a solid base of shoppers that regularly repurchase the item.

CONCEPT REFINEMENT: The pursuit of approximate perfection

Your product isn't perfect (sorry). And unless you refine it, expect to get the same sales results of a book published after the first draft.

11 BARRIERS TO GROWTHThomas TessmerNovember 24, 2014Product Design