We offer a broad range of strategic services, designed to assist reputation-driven businesses grow, through application of significant research learning. Four of our most common services include -
Growth Strategy
Growth Strategy is the process of identifying, codifying, and plotting the organization's strongest basis for sustainable growth: Growth today, and growth over time. In reputation-driven businesses, the core of that strategy is understanding the detailed Belief Structure on which your business achieves preference and selection. Understanding the evidence-based beliefs that current and prospective customers/users feel for you and your firm, has proven to be the strongest basis on which to build preference today, and innovate for the future.
Market / Prospect Profiling
One of the most unique aspects of most reputation-driven businesses is the range, number, and strength of influencers on the final purchase/selection decision. (In academia, this group is typically referred to as The Buying Center, or the DMU [Decision-Making Unit].) To truly gain reliable understanding of the drivers of preference and selection, the marketing strategy must - 1) understand who the primary influencers are; 2) understand the range of influences among the influencers; and 3) understand how to cause preference among all members of the DMU. Traverse Bay Group has deep experience in identifying and understanding the DMU, and in codifying their (individual and consensus) strongest basis for influence.
Positioning
The famed professor Michael Porter wrote, "A company can outperform rivals only if it can establish a difference that it can preserve". According to Porter, "Strategic positioning means deliberately choosing a different set of activities to deliver a unique mix of value." Positioning - being, and being recognized, as uniquely different and superior - is foundational to long term success. In reputation-driven businesses and brands, effective positioning must center on the evidence that drives what the market believes to be true about your firm and your work: the positioning must be based on your reputation.
Growth Strategy is the process of identifying, codifying, and plotting the organization's strongest basis for sustainable growth: Growth today, and growth over time. In reputation-driven businesses, the core of that strategy is understanding the detailed Belief Structure on which your business achieves preference and selection. Understanding the evidence-based beliefs that current and prospective customers/users feel for you and your firm, has proven to be the strongest basis on which to build preference today, and innovate for the future.
Market / Prospect Profiling
One of the most unique aspects of most reputation-driven businesses is the range, number, and strength of influencers on the final purchase/selection decision. (In academia, this group is typically referred to as The Buying Center, or the DMU [Decision-Making Unit].) To truly gain reliable understanding of the drivers of preference and selection, the marketing strategy must - 1) understand who the primary influencers are; 2) understand the range of influences among the influencers; and 3) understand how to cause preference among all members of the DMU. Traverse Bay Group has deep experience in identifying and understanding the DMU, and in codifying their (individual and consensus) strongest basis for influence.
Positioning
The famed professor Michael Porter wrote, "A company can outperform rivals only if it can establish a difference that it can preserve". According to Porter, "Strategic positioning means deliberately choosing a different set of activities to deliver a unique mix of value." Positioning - being, and being recognized, as uniquely different and superior - is foundational to long term success. In reputation-driven businesses and brands, effective positioning must center on the evidence that drives what the market believes to be true about your firm and your work: the positioning must be based on your reputation.
HR/Culture Management
One of the most striking aspects of reputation-driven business is the critical syllogistic effect between reputation and culture. To best assure long term growth, the employees, executives, and partners of the firm that must feel viscerally compelled-by and actually embody the (evidence-based) beliefs that most drive the reputation of the brand.
As result, over the long term, the reputation of the firm and the culture of the firm, must set up a virtuous circle. Such that each strengthens the other continuously, and over time. Understanding this dynamic, and forming strategies to put it in place, is a unique strength of Traverse Bay Strategy Group.
One of the most striking aspects of reputation-driven business is the critical syllogistic effect between reputation and culture. To best assure long term growth, the employees, executives, and partners of the firm that must feel viscerally compelled-by and actually embody the (evidence-based) beliefs that most drive the reputation of the brand.
As result, over the long term, the reputation of the firm and the culture of the firm, must set up a virtuous circle. Such that each strengthens the other continuously, and over time. Understanding this dynamic, and forming strategies to put it in place, is a unique strength of Traverse Bay Strategy Group.
