How to build an innovative strategy from scratch and make your customers want to come back again and again.
Today, competing doesn't mean selling cheaper or shouting louder than everyone else. It means understanding your customer better and creating real value for them. Companies that experience sustained growth have something in common: they put the customer at the center and practice constant innovation as part of their daily operations—in other words, they make it an integral part of their business. A winning business strategy starts right there. Not in the product, nor in the promotion, but in the experience the customer has before, during, and after the purchase. Value innovation isn't about copying the competition, but about creating something different and relevant for a specific segment. When you do that well, the competition ceases to be your obsession, and the focus shifts to strengthening your offering.
The first pillar of this philosophy is customer orientation. It's not just an action of the sales or marketing department; it's a way of thinking that permeates the entire organization and involves its key business processes and the entire team of employees. Every decision—from pricing to internal processes—must be evaluated based on its impact on the consumer. This implies real changes in strategy, internal culture, and work methods. The message is clear: the customer comes first. This is where relationship marketing comes into play, its objective not only being to sell but also to build lasting relationships. Not all customers contribute the same value or have the same level of loyalty, which is why segmentation is key. When you understand who your best customers are and what they expect from you, you can better focus your resources, offer more relevant experiences, and build more lasting relationships with them. It all starts with truly knowing your customer. Ask yourself: Who am I selling to? What do they need? How do they behave? Netflix, for example, doesn't segment solely by age but also by habits: those who binge-watch series, those who prefer documentaries or reality shows. They don't seek to have "more content," but rather content tailored to each profile. Focus is essential: you can't be everywhere, so you must focus on unique experiences for each type of customer.
We call these profiles buyer personas: clear representations of your ideal customer. Give them a name, age, interests, and problems. The better you know them, the easier it will be to design an offer that resonates with them. Then comes innovation and value. Innovation doesn't always mean technology. It can be in the service, the payment method, the presentation, or the after-sales support. Airbnb didn't compete with luxury hotels; it created local and authentic experiences. It changed the game by focusing on what the customer truly valued. A solid business strategy must also address five key elements: a strategic price that reflects value (not just competing to be the cheapest), appropriate channels where your customer actually is, emotional promotions that connect with their feelings, simple and frictionless processes, and a team committed to the customer experience. A motivated and empathetic employee can transform an ordinary purchase into a memorable experience. To connect with your customers, I recommend opening your online store at www.avisajes.com. You can also connect your blog and upload content of interest to your customers. Ultimately, it doesn't matter if your business is big or small. What matters is thinking big: designing a clear strategy focused on value, the customer, and the relationship. When you make your product or service memorable for how it makes the customer feel, you don't just sell more: you build a business with a future. Follow me on my channel for more tips to grow your business: https://www.youtube.com/@micbracmont
