Takeaway #10: Protecting Customers and FreeCash Flow with GrandMaster Flash and the Furious 5

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‘cuz it’s all about money, ain’t a damn thing funny

You got to have a con in this land of milk and honey

Furious Five (Grandmaster Melle Mel and Duke Bootee or Grandmaster Flash and the Furious Five)    (The Message  ♦     (1982) )

 

One of the oldest aphorisms in hip hop, this line remains constant.  The issue is not that the game is about cash at all costs, but there is actually more subtlety afoot here.  Your world is the world of commerce, which is about more than cash, it is about effective salesmanship, marketing and yes, even customer relationship management (CRM).  The perfectly efficient market governs the world of commerce, in theory.  The reality is that this “land of milk and honey” that is the free marketplace is governed by something more insidious, “the con.”  It is the angle, the marketing pitch, the mission statement and the management of perceptions of others – the CRM – that dictates who will remain above the fray.  You must control your customer base by perpetually fine-tuning your pitch.  If you don’t, your customer will be pinched.  Eat your own lunch, before someone helps themselves. 

BPM TAKEAWAY#10:

  • FREE CASH FLOW COMES FROM EFFECTIVE CRM

  • FINE TUNE YOUR PITCH OR GET YOUR LUNCH & CUSTOMERS PINCHED

 

Extra Note: 

  Ajhiphopworld.com on the Message

  Mastering-the-art-of-the-pitch


Attack on brand equity is ultimately an attack on real cash flows

      They tried to tell me that aliens built the pyramids

For every inch they cut the nose off the Sphinx

I make my jeweler add a few more links

 Kanye West    Chain Heavy

 Takeaway #162:  An assault on your mission statement is an assault on your brand equity.  If you permit the competition to chip away at the core strategy and consumer recognized asset you are effectively allowing them to depreciate your asset without your gaining any of the tax advantages of the competition imposed amortization.  It turns into a goodwill write-off, not a non-cash addition back to your EBITDA multiple.  Accordingly, you will have to find a new way to add to the value and beef up the real cash flows.  Add back the links…