Bryan Eisenberg is an incredible marketer with significant achievements in his career. Imagine creating things like Conversion Rate Optimization and Bounce Rate? Being a 2 Time NYT Best Selling Author? Amazing!
In this episode We dive into Bryan's latest book, Be Like Amazon.
Let's face it - Amazon out-executes everybody.
We dive in to 4 pillars of how today's business operates: price, selection, convenience, and customer experience.
Your brand isn't what you say it is anymore, but rather what other people say about you - and how you act.
Part of Amazon's magic is the 6 page memos - from the customer point of view - as Bryan likes to call them: buyer legends.
We examine if any anyone can compete with Amazon and take a look at Microsoft.
Can anyone be like Amazon? Yes! even a lemonade stand can do it :)
Find Bryan on LinkedIn Instagram Twitter and at Buyer Legends
Bryan Eisenberg and his brother Jeffrey are always out on the cutting edge of ecommerce and retail and a bunch of related technologies. Their book, Be Like Amazon, is a must read for strategy delivery. I got a chance to catch up with Bryan, so here's your opportunity to listen in.
A conversation with Bryan Eisenberg, one of the authors of "Be Like Amazon: Even A Lemonade Stand Can Do It."
About Be Like Amazon: Even A Lemonade Stand Can Do It:
You're on a road trip with an old man and a younger one.
Business stories are told. Wisdom is revealed. A new perspective emerges. Companies like Costco and Kodak, General Motors and Walmart provide color and texture as they appear on the horizon and in the rearview mirror. Real companies. Real decisions. Real outcomes. Jeff Bezos and Amazon give this road trip its rhythm as the four pillars of their success are made plain. It's a wonderful success, easily repeated, even by a lemonade stand. But only if you understand the importance of the marshmallow.
Purchase the book here: https://amzn.to/2HpojGP
In this episode we discussed revenue blindspots and what they really could mean to your business.
According to Bryan:- “Anywhere from 20-60% of the revenue is being left on the table!” Bryan calls these revenue blindspots and Bryan explains a lot of different problems businesses have and the biased view of the world that some business leaders have and has worked to help businesses for over two decades to understand what they are leaving on the table.
They have helped companies and in some cases just from one small change to improve the bottom line by 5% after spotting their revenue blindspot.
Daily deaths by a thousand cuts have caused a lot of businesses to fold and these little revenue blindspots have in some cases caused the loss of lots of jobs.
The persuasive momentum framework that Buyer legends use is designed to seek out their revenue blindspots and help them to fix them.
He explains about the persuasive momentum framework that he uses in his business.
It has two main functions :-
Reduce friction in the customer experience
Friction can be internal or external, Bryan discusses Amazon and Walmart and the struggles they have in building a digital DNA.
We discuss these “friction” points within physical retail and innovation and why Amazon have innovated so fast and the reason they have succeeded, they take data to be truly “customer centric.”
Amazon Prime became so successful when the iPhone was launched, serving the customer what they need when they needed it.
We spend time shopping when we are taking breaks or are running away from our other halves and use our phones in the toilet.
Bryan tells me about why your bathroom stinks haha…he explains about Febreeze and why it was successful.
Finding the real source of friction and eliminating it is the advantage, gaining you momentum and naturally spotting the revenue blindspot is key.
If we go back to Steve Jobs and the launch of the iPhone and how all the new apps were launched to increase the motivation to get an iPhone.
Now everything we see that Apple does is an incremental improvement, the key is to have a system where you are both reducing friction and increasing motovation.
Customer led innovation and great operations and contiuously improving those operaritons, like an octypous with loads of teams imrpoving the business.
Companies think they are customer centric but in order for them to be really competing with Amazon they need to be like them.
Bryan and I think so alike and we both agreed that not a lot has really changed in business, except that there is more data, faster analysis of data and decisions can be made faster based upon the data.
Business principles are the same. Customer always wants producsts to be dleivered faster and want them cheaper.
Customer expectations have changed and Bryan explains that he was in a Jewelery store and how the company try to respond within 24 hours, so Bryan’s brother orders a delivery within an hour and he mentions this in the meeting about this and how they can expect to succeed if these things are now possible.
People expect more and with a smile, great product and fast, if you can produce this and build a great experience then you are going to hang on to those customers, you will hang on to them.
But remembering customers are fickle they are like cats and not loyal like dogs.
If you want to reach Bryan then visit Buyer Legends
Or his personal website Bryan Eisenberg Here
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