In this week’s Brain Boost, we are going to look at Uber vs. The World, Salesforce and the Internet of Things, and Amazon’s gateway drug.
Uber vs. The World
U.S.-based ride sharing service, Lyft, and a popular ride sharing app in China called DidiKuaidi have teamed up so their clients can use each other’s apps to hail rides when they are in the other territory. You could see this as a “teaming up”, of sorts, against Uber for market share. We want to turn your attention to a module in the Advanced Management Training course on integrative bargaining techniques (Lecture 34), which will help you understand the negotiation that had to happen to make this partnership work.
If you can imagine, as they structured this agreement, Lyft and DidiKuaidi were not negotiating on issues like price. If you have an opportunity to create a mutually beneficial, strategic partnership, you are going to need to approach that negotiation in a more integrative way. Check out the module and the associated resources on that next time you need to approach these kinds of negotiations.
Salesforce and the Internet of Things
The Internet of Things is a popular topic these days. If you remember, a few weeks ago, IBM announced an Internet of Things acquisition and, in San Francisco this week, Salesforce has announced that they have a new Internet of Things product that’s designed to cultivate more customer insights. For those of you who want to upgrade your ability to think about customers in a real, customer-centric way, why don’t you look at the modules in the Growth Hacking 101 (Lectures 19-21) and Growth Hacking Masterclass (Lecture 8) on developing psychographic customer profiles. Seth Godin calls these “tribes”.
You can also find that in the Freelance Business Design course (Lecture 5) and we challenge you to, this week, arrange an interview with one of your lead users and try to learn more about them -maybe not even things that necessarily factor into their behavior with your offering- but just how they think about the world. This kind of insight is really powerful on a strategic level.
Amazon’s Gateway Drug
Amazon has announced a new “gateway drug”: a new tablet computer that has about 12 gigabytes of RAM. They’re going to retail it for about $50, which is a relatively low price point. One way you can think of the story is in terms of Amazon’s funnel. For example, where is this tablet in Amazon’s funnel and what kind of funnel are they trying to engineer for their customers?
If you want to brush up on your thinking about funnels, look at the section in the Growth Hacking Masterclass on funnel design (Section 5). We challenge you to visualize where this tablet fits into Amazon’s funnel and what the funnel looks like from a cultural perspective.
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