We now use the "10 P" strategic framework for a detailed case study of a fictional ice cream shop, "The Perfect Scoop." In a hyper-competitive market with nine other shops on the same street selling the exact same two flavors, The Perfect Scoop succeeds by competing on everything but its product selection.
The traditional 4 P's of marketing (Product, Price, Place, Promotion) are no longer enough to win in today's competitive market. A modern strategy employs an expanded 10 P framework, incorporating deeper layers into a business, such as its internal People and Processes, its brand identity through Positioning and Purpose, and its customer connection through Physical Experience and Partnerships. By competing on all ten fronts, a business can build a holistic and resilient competitive advantage that is far more difficult for rivals to replicate.
Why does a product priced at $9.99 feel cheaper than one at $10? Why does a "buy one, get one free" deal seem more appealing than a simple "50% off" two deal? This is the realm of psychological pricing, a marketing strategy that leverages the predictable, and often irrational, ways humans perceive numbers and value.
In a world saturated with options, a common mistake many brands make is trying too hard to fit in. We’ve all seen it: the clean, minimalist skincare line that looks exactly like a dozen others, or the health-focused protein bar with the same muted color palette as its competitors. In an effort to appear legitimate and trustworthy, these brands often blend into the background, becoming utterly forgettable.
Forget passion projects and big-money funding. The real secret to a successful venture isn't luck—it's the powerful chemistry between a great product, a great market, and a relentless entrepreneur. This article explains how these three forces work together to build a business that not only survives but also creates a lasting impact.
Most sales pages push features; the great ones speak to who the buyer is becoming. Neurolinguistic Programming (NLP) Logical Levels is a framework that organizes human experience and identity change into a hierarchy, where each higher level shapes and constrains the levels beneath it.
Story is how we understand our world. Merchants who use a story-based approach create messages that feel less like hype and more like a "felt truth" that move shoppers to act exactly when they are most ready.
And if one law must be set above all the others: Thou shalt not chase shiny hacks but pursue compounding actions through small, honest improvements stacked weekly until advantage becomes unassailable.
In our previous article, "The Secret Psychology of Consumer Purchases," we examined how our shopping habits frequently reflect our desire to support, expand, or repair our sense of self. Now, let's take a look at how this plays out in a common purchase: a new dress.
Think about the last thing you bought that you didn't strictly need. Was it a new phone, tech gadget, or a dress? While you might have justified it based on its features, the real reason for that purchase goes much deeper. The discretionary purchases we make are often symbols that help us build and communicate our sense of self.This idea connects to a deeper psychological framework: everything you bring into your life serves to either support, expand, or repair your identity. Let's break down what that means.