The following passage is from a reflection paper written by Stephen M. Koontz, an EMBA student in my class:
Throughout the course, Dr. Rustogi shared his arsenal of short, insightful marketing lessons. These brief snippets of marketing wisdom, or “Rustogi-isms,” offer profound insight and I have already found myself incorporating them into my daily communication. In no particular order, my favorite “Rustogi-isms” include:
• Create lazy customers.
• Companies spend too much time selling attributes – customers buy benefits.
• Consumer decision making is not a linear process.
• Your strongest ally is an educated consumer. The responsibility to educate them falls squarely on your shoulders.
• Do not try to be all things to all people.
• Encourage customers to complain.
I must be doing something right…….
About Hemant Rustogi