How Sticking to Their Principles Helped Zappos and Tom’s of Maine Step Ahead of Their Competition


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Capturing market share in a competitive industry is a matter of differentiation. When Tesla saw that its rivals favored function over form, it positioned itself as a sleek alternative to more prosaic vehicles like the Toyota Prius or the Chevy Volt. Chipotle marketed itself as a fresh, authentic alternative to Taco Bell. Uber became the business alternative to Lyft. 

That’s standard branding practice. But what about using principles to position your business? Can making character be part of your company’s signature to make you distinctive without seeming gimmicky? 

While there are potential pitfalls to a character-based approach, two enterprises have found surprising success: Zappos and Tom’s of Maine. Here’s what they can teach entrepreneurs:

1. Go to extremes for customers

A quirky startup with a funny name, Zappos is no longer a joke. From a modest

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Seven Principles of ISEB Software Testing

ISEB Software Testing Foundation training courses introduce students to the fundamentals of software testing, including the reasons for carrying out tests, basic test processes and the general principles that underpin testing good practice. Knowing these principles, and understanding how they affect the software tester, is crucial to passing the ISEB Software Testing Foundation exam.

1. Testing shows the presence of bugs

That is, testing can show that problems exist, but not that problems do not exist.

This principle lies at the core of ISEB Software Testing guidance. An astute test analyst understands that even if a test does not reveal any faults, the subject of the test is not necessarily error-free.

The key objective of carrying out a test is to identify defects. Working under the assumption that every product will contain defects of some kind, a test that reveals errors is generally better than one that does not. All … Read More