1. To what degree do you own, or could you own, your brand’s relationship with the consumers you ultimately serve?
2. To what degree, could you monetise this relationship over time with a differentiated value proposition?
The importance of these questions cannot be underestimated.
Question 1 forces you to consider whether you're prepared to take full responsibility for the customer experience from pre-sales, through point-of-sale, and into the after-sales/ownership phase.
Question 2 leads you to explore how well you can capitalise on investments in direct-to-consumer marketing, sales, and service to meet consumer needs without competing directly with your distribution, retail, and service partners.
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