Mark Hanley, president of Massachusetts-based consulting house I.T. Strategies, recently asked me for my opinion on the state of the market for printed brochures. Do printed sales materials have a future or are they on their way out? It’s a great question, and one which is brought up time and time again by marketers in meetings I attend.
How has one company installed over 60% of the world’s offshore wind turbines? The difference is knowhow – but something had to be done to make sure the market truly recognized and valued that difference. Continue reading
Offshore wind turbine installation contractor A2SEA stands as a great example of a company that grew from a commoditized, generic position to dominate its industry through the constant application of knowhow as a key differentiator. Despite this transformation over more than a decade, many of its clients and prospective customers still think, more or less, that the company just provides the vessels and crew to lift enormous structures into place far out to sea – and that’s something you can buy, well, from anyone, can’t you? A2SEA just wasn’t getting enough Return on Knowhow. Continue reading