Knowledge Center

Verinder's thoughts on leadership, culture, and entrepreneurship.
Less is More

“The Pareto principle (also known as the 80-20 rule) states that, for many events, roughly 80% of the effects come from 20% of…

Verinder Syal
September 22, 2020

I was rummaging through old articles I had written and came across John Maxwell’s “Winning the People”. As I started…

Verinder Syal
September 5, 2020
Give & Take

Giver. Taker. Matcher. I first came across these terms in Adam Grant’s Give & Take several years ago and found the…

Verinder Syal
August 25, 2020
Leadership & Life

This article is adapted from a talk I give in our final Leadership class. I believe the ideas apply to…

Verinder Syal
August 11, 2020
A New Journey

All journeys come to an end so new journeys can begin. A 17 year journey came to an end recently…

Verinder Syal
July 28, 2020
The Art of Selling- Part II

A recap from our previous post: Recall any sales encounter you have had which has left you with a bad…

Verinder Syal
June 27, 2017
The Art of Selling – Part 1

Good marketing, it has been said, can make selling obsolete. Apple is an excellent example of this phenomenon. When you…

Verinder Syal
June 19, 2017
Promotional Plan

It’s time to turn your attention to how you will communicate with your customers. Promotion embodies both personal and non-personal…

Verinder Syal

How should you price your product or service? It is normal for entrepreneurs to want to price low to try…

Verinder Syal
June 5, 2017

A product is generic – carrots, computers, phones. A brand gives the product an identity, a personality, an emotional connection,…

Verinder Syal
June 2, 2017
Positioning Statement

Developing a positioning statement for your product is as important (well..almost) as developing your product. Professor Gretchen Dobie believes that…

Verinder Syal
March 23, 2017
Positioning Your Product/ Service

You have learned that industries can be segmented in many ways. The combination of these attributes creates a bundle of…

Verinder Syal
Channels of Distribution

You have developed a clearer idea of your industry and your potential competitors. It is now time to determine how…

Verinder Syal
Beachhead Target

Too many companies try to appeal to a broad base of customers and try to meet a large set of…

Verinder Syal
Visualising The Customer

The two pillars of any business are its customers and its people. While having the right people is crucial to…

Verinder Syal
Ways to Segment Your Business

When I researched the U.S. Restaurant Business, I found that the restaurant business has been segmented by service (full, limited)…

Verinder Syal
Understanding Competition: Research

In my last post, we saw the four key elements (Industry Size & Growth, Market Segments, Key Competitors & Opportunities)…

Verinder Syal

  “We look for opportunities where we can offer something better, fresher and more valuable and we seize them. We…

Verinder Syal
December 27, 2016
The Value Proposition

Understanding customers and connecting with them is the essence of marketing. Such understanding is hard to come by since human…

Verinder Syal
The 3Ps and 3Cs of Marketing

The 3 Ps 1. PRODUCT – What is the product? Products can be a physical good (iPhone), person (Kobe Bryant…

Verinder Syal
Introduction To Marketing

Billions of dollars are spent on marketing each year, but much of it is wasted. How many of you watch…

Verinder Syal
November 17, 2016
Plan B- The Need To Pivot

  Starting plans for most businesses, (let’s call them Plan A) rarely work. Harvard Professor, Amar Bhide, some years back,…

Verinder Syal
November 11, 2016
Operating Models

Different businesses adopt different business models in terms of strategies of pricing, volume and service being deployed. • Walmart and…

Verinder Syal
September 8, 2016
Understanding Costs

There are two broad categories of costs: Cost of Goods and Operating Expenses. Cost of Goods is the cost directly related to the product…

Verinder Syal
Generating Revenues

  Revenue (or sales) is the money generated by selling a product or service. Without revenues can a business exist?…

Verinder Syal
July 26, 2016
What Is a Business Model?

  At one level, a business model answers the question: “How will the business make money?” Beyond that it is…

Verinder Syal
Getting Things Done is Hard

  Dreaming is fun. Talking is easy. However, getting things done is really hard. Most organizations develop detailed and lengthy…

Verinder Syal
June 3, 2016