Lean Marketing

for Service Dominant Thinkers

Traditional sales and marketing evolved around sales with linear thinking and the traditional sales funnel.

Successful products and services have now evolved into an eco-system.

We are only as effective as our value proposition is at the point of use. At the heart of this system is Service Dominant Logic.

The value stream team is first and foremost the listening post for the customer

(prospect). The team provides the customer with the information, technology, and

support that is required. This is done through an understanding of what is needed in

the job to be done value proposition. Passing through from one spiral to the next is a

result of the customer or, better put, the result of our increase in knowledge about

the customers’ “job to be done and the match of our proposed value proposition.

Our Value Proposition is delivered based on Customer needs.

Think SDCA: A tactical team works with a customer needing standard products/

services.

Think PDCA: A problem solving team works with a customer needing slight alter-

ations or bundled products/services.

Think EDCA: A creative team works with a customer that needs new or major

changes to product/services.

A Lean Enterprise will react to these offerings more quickly and more effectively than

a traditional company. This is how the five principles of Lean Thinking complement

Service Dominant Logic thinking.

We have Identified Value at the place of use.

We map value through the Marketing Gateway of SDCA, PDCA, EDCA

We create flow by the value proposition determined by the customer.

Establish Pull through the value proposition offered at the place of use.

We seek perfection through the application of continuous improvement.

Jobs To Be Done | Innosight attributed to Clayton Christensen Sd-Logic is from Vargo & Lusch, 2004 Marketing Gateway of SDCA, PDCA, EDCA is from Graham Hill