A great article by Harvard Business Review from earlier this year on T-Mobile winning market share:
Some highlights of insights I learned, followed by quotes from John Legere:
- John asks ‘why’ multiple times to understand more of the issue, and frequently does this to change up an existing policy. “When I see something I disagree with, I ask why, and when I hear the answer, I ask why again. It’s a leadership technique you can learn from a five-year-old.”
- A mature and saturated market means you are taking away customers from your rivals/competition in order to gain market share. Jon: “Especially in a saturated market—where one company’s market share gains must come largely at a competitor’s expense—I try to find and exploit our rivals’ weaknesses.”
- Customers and public expect a different type of interaction with todays’ CEO: “Public attitudes have shifted about the rhetoric and candor we want and expect from leaders—fortunately, more toward my approach.”
- “Every good narrative has a villain, and we picked ours early on: AT&T” – pick a target to tell a good story. Strategic ads comparing features, allowed them to focus their marketing efforts, and chip away a the competition.
- Use Social Media to drive your business: “Today I have more than 3 million followers, and because many of them are famous people (including Oprah), I have enormous reach via retweets. We did an analysis of this, and it’s not unusual for one of my tweets to get 150 million impressions. This is no game. It’s a way of driving my business.”
Here is a link to an HBS 2013 case study – I will have to look this up via the business school library:
What do you think of Uncarrier? Which cell phone service do you use and why?