nuance intelligence

Inventing a new market category to go with your new business is exhausting and time consuming. This I have learned from experience. Painful experience.

So, when I sit down to talk through messaging and the slow pace of marketplace adoption with John Corbett of AWhere, he can end up a bit exacerbated, which I understand — it’s tough to be able to see a revolutionary shift incredibly clearly while others nod their head and continue along their previous path. (insert more painful experience here)

McKinsey, along with the rest of the top-dollar business analysts recognize that the fastest way to create business value is the management of information. Visualization of information not only speeds analysis, but also provides comprehension of trends that escapes even the most rabid Excel geeks.

Location provides a meaningful signal amidst the noise of business analysis. Customers (and the rest of us, as well) exist in the context of location — your competitors’ location, proximity to transportation, places where it rains, snows and gets very hot. Do these things affect their purchasing? Only all of the time.

AWhere tunes business analysts (and the rest of us, as well) into the signal of location and how it affects their business. Meanwhile, businesses spend millions of dollars generating new information, without adopting some simple tools (in this case, $250 software) that provides them with a clear multiplier of the value of existing data.

Why is it hard for people to see things in a new way?

Especially when that new way provides clear benefits? What do you think is missing in the current communication of this seemingly clear benefit?

Disclosure: AWhere and John’s dilemma was a fascination of mine long before they became a client. He is one of the Agents of Change who see the spaces, not the trees, to use a skiing analogy. It’s these primary questions much more than the monthly retainer, that keep me up at night thinking about this particular issue.