Digital Surgeons’ Post

Businesses in many categories believe they need to battle on price. What they truly need is a unique connection with the audience. Here's the dilemma: - When you compete on price, it's a race to the bottom. Almost every business will try to undercut you. - When you compete on price, your unique offering becomes irrelevant and your messaging confused. - When you compete on price, you become a commodity, which is an unwinnable strategy. Besides the brief satisfaction of making a short-term sale (which is okay), don't think you're securing long-term customer loyalty from it. Price wars are overrated. They don't necessarily mean customer retention. Connection and subsequent retention happen when the right customers resonate with your brand... ...and then they choose you even when they have other options. What do you suppose that's worth? So if you're striving for anything, it should be those instances when you can establish a unique brand connection with your target audience. That's where sustainable success resides for your business. But be cautious of the trap: Retention beats Price War, every time. Decide on the most important messages to share and then find THE MOST INTERESTING way to deliver them to compel potential customers into action. #marketing #founders #CMO Digital Surgeons

This McDonald's Framework will change how you lead. If you're into the stories of how businesses think differently to win differently, you’ll love this one. I call it the 𝗠.𝗖.𝗗.𝗢.𝗡.𝗔.𝗟.𝗗 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸. McDonald's wasn't always the drive-thru titan we know today. In the 1950s, as car sales skyrocketed, McDonald's made a move that would redefine not just its business but the entire fast-food industry. They didn't just build a brand; they literally owned the entire category. 𝗠 - 𝗠𝗮𝘀𝘁𝗲𝗿 𝗠𝗼𝗯𝗶𝗹𝗶𝘁𝘆: McDonald's aligned their brand with America's growing automobile culture. Their fast-food outlets turned into reliable pit stops, making them a part of the popular highway culture. Their addition of the drive-through was a break-through; the idea of receiving food while staying in your vehicle was unimaginable. While they didn’t invent it, they perfected it. 𝗖 - 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴: Those golden arches became more than a logo. They served as beacons of consistency - a promise of familiar comfort food at each exit. 𝗗 - 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗧𝗿𝗲𝗻𝗱𝘀: Instead of chasing trends, they created them. They introduced a dining experience that capitalized on the highway system. 𝗢 - 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗲𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲: The operational excellence of how they perfected and trained their teams created a masterful franchise experience for consistent CX for everyone. 𝗡 - 𝗡𝗶𝗰𝗵𝗲𝘀 𝗺𝗶𝗻𝘁 𝗿𝗶𝗰𝗵𝗲𝘀: Catering to families, truckers, and travelers, McDonald's became a haven for those seeking a quick and familiar feast while on the move. 𝗔 - 𝗔𝗻𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗶𝗼𝗻: Predicting customer behavior and innovating accordingly was their superpower. They anticipated trends and filled the gaps others didn't even see. Confession: I had way too many happy meals as a kid. 𝗟 - 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆: McDonald's has consistently stayed ahead by leveraging technology to enhance customer experience and streamline ops. From the introduction of self-service kiosks to the deployment of AI in drive-thrus for order taking, McDonald's use of tech has not only improved service speed but also personalized the customer experience. This novel use of tech has allowed them to maintain relevance in a rapidly evolving world where they meet the modern consumer conveniently and efficiently. 𝗗 - 𝗗𝗶𝘃𝗲𝗿𝘀𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗱𝗶𝗻𝗶𝗻𝗴 𝗼𝗽𝘁𝗶𝗼𝗻𝘀: A key strategy for maintaining global dominance has been the diversification of its menu to cater to a wide range of tastes & dietary preferences. This includes introducing healthier options, local menu variations that respect cultural preferences, and limited-time offerings that create buzz and attract customers. ____ Want the cheat sheet? Comment with 🍟 Follow Pete Sena for more posts on divergent thinking.