Steps to excellence is a strategic consultancy for
innovation, product, and design management.
powered by Florian Weiß
Design and innovation is becoming more and more an important competitive advantage. Here, the right management and the internal and external communication plays a crucial role.
In addition to the development, implementation and optimization of the design, brand and innovation strategy, we are providing the instruments that increase the awareness of the client‘s brand and the processes and tools that lead to better innovations.
Innovation Management
Competitive advantage and growth through customer-centric innovations.
Customer Experience Management
Market penetration through managing a holistic end-to-end customer experience.
Find out more about
training, education, consulting and project support.
See more clients
across various industries.
Must win battles on the path to purchase
Jan Carlzon, president of Scandinavia Airline, wrote a book titled 'Moments of Truth' in 1986. The basic idea of the book is that decisions are like processes which are comprised of various critical moments in which the product must be better than the competition. The most important moments need to [...]
Marketing Science and the Chinese Shopper
Marketing Science deals with the fundamental principles and laws of marketing, the side of buying and the side of selling. Its goal is to develop generalisable knowledge and scientific laws, which forms the basis for evidence-based marketing. Marketing Science begins to influence the marketing profession fundamentally by de-mystyfing many marketing [...]
MBA thesis on Marketing Performance and Marketing Science
In March 2015, I completed my MBA thesis on "Marketing Performance - Improving marketing core activities through empirical consumer and shopper insights in the FMCG sector". The thesis analysis which marketing factors are important for brand growth and market penetration and what this means for the management of marketing, innovation [...]
Spend advertisement budget wisely
In a complex and fragmented media world, it is increasingly difficult to maximize the return on investment of the media budget. Thoughtful mass marketing, the continued presence and consistent advertising (to refresh memory structures) is necessary to growth and defend the market share. A budget distribution across multiple media leads [...]
Amazon at the kitchen table
Digital technologies have already affected the purchasing behavior fundamentally. A highly complex ecosystem has changed how we interact with brands and buy products. The use of digital technologies affect every step of the traditional path-to-purchase: Explore, Search, Locate, Purchase and After Sales. The new path-to-purchase is much more dynamic and [...]
The future of marketing has arrived: insight-driven & real-time
Consistent, seamless Customer Experience Management involves a high degree of complexity, including large product portfolios, many touch points and multiple channels. The consumer expects a consistent customer experience, consistent products, consistent prices, consistent search and consistent advertising. New approaches in dealing with customer insights and digital marketing are necessary to [...]
The basics of BASES: Designing for Simulated Test Marketing
In most companies product development concepts are tested on their market potential before going into market. Since many marketeers (and their bosses) heavily rely on the test-results for giving green light to continue with the next phase, it is important to understand how this testing actually works. In more than [...]
Design and innovation for growth
Design for growth from Design Council on Vimeo. The video above is an introduction into the "Design for Growth"-initiative by the British Design Council. Design is a cross-cutting theme in the UK government’s Innovation and Research Strategy for Growth and the British Design Council supports this with parallell papers and [...]
Measuring design effectiveness
With shrinking design budgets due to the financial situation in many companies, design managers, like most professions, are trying to explain themselves and justify their value. Occasionally, efforts made in this cause appear too obsessive. Terms like key performance indicators, critical success factors and performance management systems are becoming part [...]