How JELD-WEN can uncover the Purple Cow:

My individual project is focused on JELD-WEN Windows & Doors. I believe that JELD-WEN would be best served by gaining popularity in several social media outlets as opposed to limiting the scope to Facebook and Twitter. I believe that gaining positive word of mouth is still the ultimate goal in this highly competitive industry. This is an extremely tight-knit industry and true word of mouth still appears to be the most powerful form of social media (both positive and negative). Offering exceptional customer service and coming up with new and exciting methods to get people talking about the company and products will surely offer the highest returns. As the housing market rebounds and more and more young professionals enter the industry, it will become increasingly more imperative for JELD-WEN to maintain a positive presence in the online conversation as the younger demographics develop a stronger role in the industry. This will be important in social sites like Facebook and Twitter, but it will also be crucial for online blogs, chat rooms, and product review sites (potentially more critical with the latter elements).

I believe that JELD-WEN unknowingly entered the TV-industrial complex during the decline. Large quantities of advertising dollars were spent on ads and sponsorships to develop the newly focused branding strategy. In this competitive market it may be in JELD-WEN’s best interest to find their “Purple Cow” (exceptional product or service worth talking about) in the form of excellent customer service. In the highly competitive building products market it can be difficult to differentiate beyond price. My feeling is that JELD-WEN could benefit with the continual offering of innovative customer service techniques (warranty, repair, logistics, ordering, etc.). Even with such an extensive array of product offerings, JELD-WEN cannot be everything to everyone (price, product, etc.). However, JELD-WEN can offer the most exceptional customer service in the industry. I believe that JELD-WEN can meet this goal by funneling more advertising dollars into new and exciting advancements in technology. This may include new software systems or ground-breaking methods of servicing warranty and repairs. The positive gains witnessed by doing so will likely offset the reductions in advertising over time.

It is certainly easier said than done to create exceptional products and services, but the ideas are out there waiting to be uncovered and executed. Finding and developing these innovative ideas will help businesses create the “purple cows” needed to set themselves apart. JELD-WEN can capture larger shares of the market and set the organization apart by adopting this way of thinking.