Easy Does It--Editorial--CMO Magazine

To find a way to turn things around, Staples turned to research. Lots of it. It asked customers to list their 10 most important criteria; to management's surprise, price was nowhere to be found. It wasn't that price was insignificant to customers. But thanks to Staples' influence throughout the segment, shoppers had come to assume they were going to get a good price. What they wanted was for stores to stock all the basics.They also wanted courteous and helpful sales associates. And they wanted a faster, less-troublesome experience. In other words, customers wanted stores that didn't just have what they wanted, but had it where it could be found quickly and easily. Every customer interaction includes a "moment of truth" where you can prove your brand promise--or disprove it.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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