D2C

D2C - direct to consumer - eliminating the middle. Some call it the 'Amazon Effect' - just ask ToysRUs, or think of how Netflix is to Blockbuster, or Expedia to travel agents... or any traditional consumer provider that served as the in-between of brand and consumer.

Eliminating friction, obstacles and anything between those who consume and what they want to consume.

In a lot of my work with nonprofits it is remarkable that they ARE in the D2C space (it's when they forget this that they falter and fail).

And for-profits can learn from the best nonprofits - eliminating friction and obstacles, changing messaging to match consumer needs and emotions, and a little more mission-mindedness to tone down all the sales-speak.

So learn what it takes to be your customers' Netflix, not another Blockbuster.
 
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