Practicing Organization Development: A Guide for Leading Change: A Third Edition

ESTABLISHING THE ROUTES TO THE ECONOMIC BUYER

The best way to market is to create a “gravity” that draws people to you. This changes the entire buying dynamic. Instead of having to prove how good you are, you instead engage people who are interested in what you can do for them. This is why branding, reputation, and word-of-mouth are so important. After all, no one enters a McDonald’s to browse. The buying decision has already been made before entering the store. Figure 8.2 lists a variety of ways to create gravity, and these are discussed in the following sections in more detail. Internally, you can build powerful brands. It’s not unusual to hear an executive request, “Get Jane Hudson on this. We need her to help us find the right solution.” ...