Integrate Strategy and Execution

For our company, there was before Big Picture and there was after Big Picture. Their keen insights into and articulation of what we brought to the market helped us hone and refine our Value Proposition. Additionally, they very accurately assessed and outlined where our strategies needed to change to bring our offering and execution into alignment. We are prospering today—in a basic infrastructure market (aluminum extrusions)—where a high percentage of our customers are flailing terribly. This is due in no small measure to the key services they provided our company. I believe that my company is performing significantly better because of the work we did with them.

The Big Picture framework will challenge the traditional Kotler school of marketing management and become the dominant approach to marketing. We use it now as our standard framework across all of our various marketing teams at Ethicon Endo-Surgery, and across our other Medical Device Divisions.

This program has helped to fill a huge gap we had locally in strategic marketing and I have personally already seen how the framework has changed our thinking. Your style and content really worked over the virtual platform, and we see that this could be a great viable option for us in the future too.

…we’re building tremendous marketing capabilities. We were not a great marketing company seven or eight years ago. We created a marketing council, which was voluntary, every division could send whoever they wanted. We created a common curriculum, a common language around big picture marketing training. We’ve become a much more sophisticated marketing company, better price discipline, better price management, better segmentation of customers.

Structured, strategic thinking presented in a practice-able way. The framework is easily applicable to high-level strategic questions, while also being useful from an execution standpoint. In fact, it is the first real presentation where I've seen the two really tied together and is immediately applicable in my day-to-day responsibilities.

You got me to think about our brand in such a different way and opened my mind to really controlling how we can get our customers and competitors to perceive us, believe us and trust us. A strong relationship needs to be built between the brand and the customer and you have provided us the tools to do that.