RGM

At Inc.com's page, Productivity@Work: "The starting point for improving customer experience is to literally map all the experiences a customer considering buying your product or service might have," says Rita McGrath, an associate professor at Columbia Business School in New York. She suggests looking critically at all the steps you require for someone to become a customer and eliminating any that aren't absolutely critical. For example, if you market via the web, try to make do with the most minimal information until the customer is actually ready to buy. "Most small business owners are astonished at the number of roadblocks that exist in what I call the 'consumption chain' when they are pointed out to them," she says. To read the entire post, click here.

• Posted: Monday, April 05, 2010

Columbia Executive Education's online Connection featured Rita McGrath this week discussing Discovery-Driven Growth, cited her interview with Business Week and Business Week naming of Discovery Driven Growth one of the best design and innovation books of 2009. To read the entire post, click here.

• Posted: Friday, April 02, 2010

At Columbia's Public Offering blog, Rita McGrath discussed What Will the Publishing Industry Do Next?. "A new development is that the Web itself is starting to splinter. In the early days, you had one way of accessing online content-- that was through a computer -- and developers could optimize for a certain kind of user experience. Today, people access content in myriad ways that are not always compatible with each other or optimized. A developer or a publisher has to decide whether to hit every platform or optimize for Blackberry, iPad or some other platform. They have to ask, 'What is going to be our platform of choice?'

The content business model will be less driven by the need to aggregate the most eyeballs on a common platform, and move towards a model determined by the ecosystem that can draw the most participants. For example, Apple is trying to create a vertically integrated ecosystem with its products and partners. Rival ecosystems will start to compete for business with publishers, and media companies and content providers will watch to see where people are participating.

Publishers will have to come up with ways to monetize their participation in an ecosystem. There is hope that content providers can cut themselves more lucrative deals on these coming platforms.

To read the entire article, click here.

• Posted: Monday, March 08, 2010

Barbara Ballard of LittleSprings Design blogged about Rita McGrath's Why I Hate Micropayments post on Harvard Business Review. To read the entire post and Rita McGrath's Harvard Business Review post, click here.

• Posted: Thursday, March 04, 2010

In a recent Smart Money magazine article on BuyBacks, Rita McGrath was quoted: "It takes resources away from what they could be investing -- innovation and growth," says Rita Gunther McGrath, an associate professor at Columbia Business School. To read the entire article, click here.

• Posted: Tuesday, March 02, 2010

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