Founder of the Sellability Score software and entrepreneurial author John Warrillow entices readers with newest business book, The Automatic Customer, that teaches the value of new wave subscription service businesses.
Gone are the days where traditional business models generate the most profit in today's economy. Waltzing in are personalized memberships that invite consumers to instantly purchase and customize their favorite products and services with with click of a button or a simple call. Warrillow shares several examples of thriving subscription businesses -- including Zip Car, How Dollar Shave Club, H.BLOOM and many others -- as well as helpful tips and methodologies to boost sales, engage deeper with consumers wants and ensure more returning customers.
The Automatic Customer launches on February 10th. Pick up your pre-ordered copy here!
4 Questions With John Warrillow
1. What makes an innovative culture? How do you create a culture of innovation?
Innovation is not about coming up with a brand new idea in space. Instead, it’s really about taking what’s working and slightly making it better. Here’s what I’d tell anyone: constantly ask yourself what would make this situation better -- no matter where you are. Ask yourself, what would make this better? Most of the great ideas are not new or light bulb ideas. They’re slight tweaks on something already working
2. As an author, what is the biggest challenge you face when helping others innovate?
I think there is a temptation to say that [the subscription model] would never work in my industry. I think for myself and for the people I interact with its trying to convince them that the way their industry works isn't necessary the only way it it has to work.
3. What do you think a subscription service's lure is for a customer? How does this model benefit them in the long run?
If you buy a box of software off the shelf the moment you buy that software it becomes obsolete. if you subscribe to the software instead, you get those instant updates and improvements instantly. Also, you don't have to buy the whole product, you can rent access to it like with Zip Car. You can access a lot of expensive things for a fraction of the price.
4. Looking to the future, how do you encourage your reader to be a leader in innovation?
I believe that adopting the subscription model, no matter what industry you’re in, allows you to innovate in a serious way. The subscription model provides a direct relationship with your customer to allow you to understand what they’re looking for. Innovation doesn’t happen in a vacuum. It happens based on customers, what they’re asking for and fulfilling those with whatever products you’re dreaming up.
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