Summary
This book demonstrates a simple and proven Market Analysis Positioning System™ (MAP) designed to develop growth strategies that help small businesses accelerate their sales and share. The MAP System™ has one purpose: to strengthen your market position by analyzing the voice of your customer. If you are a small business owner, startup, or entrepreneur-anyone with marketing or sales responsibilities-this book can help you deal with the unrelenting pressure of growing your business. The premise of Your Opinion Doesn't Matter is simple: A great idea, product or service isn't enough to survive in today's competitive marketplace; to truly thrive, you need to accept the fact that it's your customer's opinion that counts. This book melds the process of strategic planning with the practice of marketing. It is a practical and somewhat irreverent "how to" guide that demonstrates the Market Analysis Positioning System™. A proven system designed to help grow your enterprise; it has been thoroughly researched and refined through hundreds of real world business situations. You'll learn how to: analyze your business and core competencies; collect "voice of your customer" data; expose competitor landscape opportunities; shape your position and align your promotion; and optimize results from your growth strategy.
About the Author
Throughout his 30 years of marketing, media and corporate experience, Andrew Ballard has held every position in the marketing food chain…from sales rep to CEO. His specialties include marketing research, strategic planning, brand development and advertising. He has helped hundreds of organizations—from startups through Fortune 500 Companies—achieve remarkable results.
Before launching Marketing Solutions, Inc. in 1997, Ballard began formulating the Market Analysis Positioning System™ detailed in this book. He says, “Getting my face kicked-in everyday in the ‘real world’ is what makes this body of work relevant.” Andrew is also a respected columnist and teacher. His articles on marketing strategy have been published in all 50 states. He is adjunct faculty at a college near his home town of Seattle.
