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But because of modern financing such as venture capital, many aren’t even involved in the consequences of risk.
Their goal is to quickly cash the profit and sell the company. They don’t care about the value, the value that isn’t nominated in currency or stock. What the company does, how it can continue doing it, how it can continue doing for the next decade.
It is one thing only, greed.
And SLEO will not acknowledge these kinds of entrepreneurs. When you try cutting corners, optimizing things that shouldn’t exist, it happens sooner or later that your work becomes stressful. When you work with your heart you are forced to work with passion. We start controlling life and guide it into flow states.
Those that put their heart and soul into their craft would not sell anything which they deemed below standard, because they insult their honor. This kind of sacrifice is honorable, because it is for the greater good of the community.
|Old companies||New companies|
|Need for new clients||Need for life time value|
|Mass media||Personal communication|
|Oneway communication||Anyone is a source|
|Private information||Freely accessible information|
|Company gives incentive||Customers give incentive|
|Convinces||Proof is in strangers|
|Goal of marketing is repetition||Goal of marketing is adequacy|
|Ofensive tactics||Defensive tactics|
|Agressive sales||Support triggers reciprocity|
|Transaction based||Relationships based|
|Changes believes||Changes satisfaction|
|Linear and mass produced||Personalized and opportunistic|
Why long term companies?
Because the traditional model doesn’t work anymore.
Modern entrepreneurship has in many aspects changed from the traditional model.
Reasons for change
Brands and merchants gained power while manufacturers lost it. TV as an advertising medium is dying. Most common tactic for differentiation has become either being the cheapest or luxury. Consumer loyalty has fallen. Management is rewarded for short term goals.
Today, awareness doesn’t come solely from the information that the company gives out but from the public and customers. Everybody has the chance to leave their opinion, comment or review on the internet. Through the customer journey people get information that changes their initial criteria for the purchase.
The goal is to offer the right kind of information that alleviates the purchasing decision. But first we must prepare a customer to be in a spending mood, which websites rarely accomplish.
The moment when information comes from unowned media and 3rd parties such as referrals, word of mouth and public opinion, they hold unimaginably more credibility.
Top, Middle, Bottom of Funnel
*The consumer decision journey, McKinsey Quarterly (2009 Court D., Elzinga D., Mulder S. & Vetvik)
The internet presents a perfect opportunity for the new companies.
If you are a marketer or copywriter, it is your playground. 4 reasons.
Small companies can appear big
Your sales environment and scope is determined by your graphical presentation since this is usually the first step in customer awareness. Design molds your perceived image of the brand.
Testing is cheaper
Writing ads in catalogs, newspapers etc. is compared to the power of statistics and speed archaic. Can you imagine how you would test the effectiveness of the copy for a newspaper?
Ideation is quicker
If you have an idea and you need to test it you can set up testing in a couple of hours, even if you lack the knowledge how to do it, weeks are still faster compared to the old ways.
A company has owned, unowned and earned media. Earned media expanded with the internet granting customers channels through they can tear you apart for bad service.
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