Cheat Code: The moment you own it, never let it go
When you can’t afford to win everywhere, don’t even try. Instead, look for the moment most worth winning and enjoy disproportionately high returns, says behavioural science expert Dan Monheit, CEO of Hardhat.
If the headline has caused Enimem’s ‘Lose Yourself’ to start playing on the little iPod inside your mind, you’re very welcome. It’s a song about owning the moment, which is incredibly relevant for brands challenging the top dog in the battle for customers.
When going up against the big guns, winning at every point of the customer journey is a fiscal impossibility, especially in this challenging economic climate. Consider a start-up telco going head to head with Telstra’s end-to-end online self-service. Or a hot new electronics retailer taking on Apple’s retail offer on one side, and JB Hi-Fi’s on the other.
