CHEESE, PLEASE!
This character calls out change early.
Who is Sniff?
A brand is not just a logo; it's best defined as this feeling a customer has.
What is a "gut feeling"?
This is the term for the various ways a business makes money from its value propositions.
What is a Revenue Stream?
This is a detailed, semi-fictional representation of your ideal customer.
What is a Customer Avatar?
Rent or a salaried manager's pay are examples of this type of cost, which stays constant.
What is a Fixed Cost?
This character denies change and complains, refusing to leave the empty cheese station.
Who is Hem?
These are the four key components of a brand.
What are Identity, Voice, Promise, and Perception?
Netflix's monthly fee is an example of this type of revenue model.
What is a Subscription Fee?
Dale Carnegie's principle, "Arouse in the other person an eager want," tells marketers to focus on these, not features.
What are benefits / what the customer desires?
Flour for a bakery or cloud hosting fees that scale with users are examples of this type of cost.
What is a Variable Cost?
Haw wrote this question on the wall when he was learning to overcome his fear.
What is "What would you do if you weren't afraid?"
This tool helps map out customer pains/gains and your pain relievers/gain creators.
What is the Value Proposition Canvas?
Uber charges per ride, which is this type of fee.
What is a Usage Fee?
Goals, values, and fears are part of this section of a Customer Avatar profile.
What are Psychographics?
A key lesson from the Blockbuster "autopsy" was that businesses must adapt to new technology and changing customer __.
What are desires / needs?
The business practice of "Smelling the Cheese Often" means you should do this with your market.
What is monitor it closely to anticipate change?
In The Lean Startup, your Value Proposition is considered this, meaning you must test it.
What is a hypothesis?
Google's main revenue comes from this model, where it provides a free service to users and charges another group.
What is Advertising?
The Blockbuster case study was a prime example of a failure in this key business skill.
What is customer empathy / adaptation?
A software company with high development costs (fixed) but low cost per additional user (variable) is typically more __-driven.
What is value-driven?
Building a "Cheese Factory" means moving from merely reacting to change to doing this.
What is creating value / innovating?
According to our lesson, a strong brand starts with this, not with a logo.
What is a powerful core purpose or "burning desire"?
When McDonald's allows someone to use its brand and system for a fee, it's using this model.
What is Franchising/Licensing?
Carnegie's principle "Don't criticize, condemn, or complain" means in marketing you should frame problems with this.
What is empathy (without making the customer feel bad)?
When a company like Nintendo changes its core business model to survive (e.g., from playing cards to video games), it's making this strategic move.
What is a pivot?