Archive for July, 2012|Monthly archive page

Nano Tools for Leaders XXIII

In Leadership, Nano Tools, Wharton on July 24, 2012 at 9:41 am

The Attribute Map: A Tool for Creating Competitive Advantage, Part II

Nano Tools for Leaders® are fast, effective leadership tools that you can learn and start using in less than 15 minutes — with the potential to significantly impact your success as a leader and the engagement and productivity of the people you lead.

Contributor: Ian MacMillan, The Dhirubhai Ambani Professor of Innovation and Entrepreneurship; Professor of Management; Director, Sol C. Snider Entrepreneurial Research Center, The Wharton School

The Goal:

Build ongoing competitive advantage by knowing what your customers care about most.

Nano Tool:

An Attribute Map is a highly effective tool for assessing your customers’ real needs and desires. It simplifies the complexity of your customers’ reactions to your product or service and your position with respect to competitors. Attribute maps let you clearly see where additional resources could have the greatest impact and give you objective information about the likely consequences of a move.

Part 1 of this Nano Tool offered steps for creating an Attribute Map. Here, we explore three specific ways to mine your attribute map for a “marketbuster” — an exceptional opportunity for growth.

Read the rest of this entry »