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Some other exercises that can help in defining a service include understanding your prospects, understanding your customer's buying behavior, and identifying what you are good at. These exercises can help you to better understand your service from the perspective of your customers and to identify your strengths.
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The approach of learning how to think, as opposed to learning simply what to do, is the foundation of the book and is what makes it so refreshing and effective. Beckwith clearly outlines the foundation for this "how-to-think" approach with specific questions such as "What am I good at?" and specific exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. While much of the material in the book will not be seen as particularly new or ground-breaking, it's the way the material entices readers to look at these effective marketing elements with a different, creative view, that makes the material so valuable.
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Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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