A Quote by Les Wexner
My view is that everything begins with the customer. If you know the customer, then you can match the merchandise and then you can market it. The marketing is kind of the icing. The foundation is the cake. That's the merchandise. Then the question is, "Do the customers want cake, or do they want cupcakes or donuts. What is it?"
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The secret of successful retailing is to give your customers what they want. And really, if you think about it from the point of view of the customer, you want everything: a wide assortment of good quality merchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant shopping experience.
I just love cake, confetti cake, to be specific. It has little colored candies inside the cake, and then you get the confetti icing, which is really hard to find sometimes. It's really hard to explain to people, because it's not icing with sprinkles on top. It's icing that actually has candies inside of it. It's Funfetti icing.
I was a fan first; then I became a wrestler, then a promoter, then a businessman and everything that goes with it - marketing, merchandise, licensing, legal, everything. But I've always enjoyed it.
I told her that I can't be doing with the Wonder part of these trips, but she said it should be the icing on the cake... I've never liked wedding cake due to the amount of icing, but then imagine a wedding cake without it; just a dark, stodgy, horrible dry sponge. The icing covers up the mess, and that's how I feel about most of the Wonders. They use them to get people to visit a place that you probably wouldn't think about visiting.
The outside-in discipline requires that you have an explicit customer-based reason for everything you do in the marketplace. Managers need to create what I call "customer pictures," verbal descriptions of customers that highlight the key customer characteristics and make those customers come alive. Although managers never know as much about customers as they want and need to know, the outside-in discipline requires that they construct customer pictures anyway, basing the pictures on whatever hard data they have plus hypotheses and intuition.
All the businesses from the beginning of history have struggled with product development (assuming there is a market, doing the market testing and so on). But now they start with customer development. Get the customer who says, "Yes. I want that. I need it. I wanna use it. I'll pay for it." And then you go back and work with your engineers. It is changing the world!
I made a chocolate cake with white chocolate. Then I took it to a potluck. I stood in line for some cake. They said, "Do you want white cake or chocolate cake?" I said, "yes."
Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.
As a novelist you have just unlimited budget, total creative control. You really get to have your cake - all the cake - and then you can have a second cake if you wanted to.
Our films tremendously influence people. But at the same time, no one goes to the cinema to listen to lectures, so if you have an interesting story, and if you can showcase it as a film, and its messages are good, then it's like an icing on the cake: it shall be a superhit. And if I get those kind of films, I'll definitely want to work on it.
Let's be honest, the physical attracts me first. Then if you get to know the man's mind and soul and heart, that's icing on the cake.
A lot of people are programmed to think, 'Oh, I want to do this, but I also want this.' It's like they want everything. You want your cake, and you want to eat it, too. Even though I guess you're supposed to eat cake, but I never really get that saying.
The first year was like icing. Then the cake started to show through.
If I can tell my story, and help anybody else in the interim, then that's icing on the cake.
We used to be referred to as bakers and then we became known as cake decorators and now we are known as cake designers. I teach at the French Culinary Institute in New York and cake design is a legitimate profession.
The customer wants what the customer wants - when they want it, where they want it, and how they want it. And if you want to build a big business, and you want to be meaningful to a big, broad group of customers, you need to think about how you're going to meet them in the various places where they might expect to see you.
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