Strategy

March 2018

How Things Catch On

By |2018-03-11T19:23:07+00:00March 11th, 2018|Contagion, Marketing, Segmentation, Strategy, Tools|

When something new appears on the scene, such as television, mobile phones, Google, or gluten-free cupcakes, not everyone rushes out to buy them at once. Some people jump in feet first, others hang-back a bit, and some finally give in. A perceptive chap, Everett Rogers, looked into how new ideas catch on and an interesting

Lessons from the ‘Mad’ Dentist of Brisbane.

By |2018-03-02T22:59:49+00:00March 2nd, 2018|Acquisition, Competition, Segmentation, Strategy, Tactics|

As slogans go 'mad' isn't the best for dentists. A manic dentist wielding a masonry drill above your open mouth doesn't inspire confidence! Fortunately, the 'mad' bit comes from the fact this one fired more than half his customers in a single day. You see, Dr. Paddi was miserable and his patients were to blame.

February 2018

Creating Effective Teams

By |2018-02-27T00:27:24+00:00February 26th, 2018|Internal Marketing, Meetings, Project Management, Psychology, Strategy, Teams, Tools|

Teams are formed and then swiftly dissolved on an increasingly regular basis. Perhaps they're set-up for that one critical project before being disbanded without a moments thought. The challenge is figuring out how to get this ragtag (sometimes jaded) bunch performing as a high functioning team in the shortest time. An overwhelming array of models

How to Work More Efficiently

By |2018-02-25T21:33:53+00:00February 25th, 2018|Strategy, Tools|

We all know it's important to focus on the long-term, on pursuing those tough to acquire skills, on developing that network, and on planting that 'tree'. But there's often a seemingly unending queue of urgent things that only you can possibly do. These urgent things shout loudly, vying for your attention and so they get it,

Who’s The Customer?

By |2018-02-14T00:48:42+00:00February 14th, 2018|Acquisition, Customer Discovery, Strategy|

Figuring out who your customer is can be tricky. Many "customers" are not the people who place the order or pop that packet of cereal in the shopping basket. The real customer is often hidden or has multiple-heads where the decision to buy is a team effort. Unless you get to grips with who your

January 2018

Why People Pay

By |2018-01-31T22:38:48+00:00January 31st, 2018|Emotion, Marketing, Psychology, Strategy|

It’s crucial to know why someone buys from you. More often than not it turns out to be rooted in emotion. Without understanding the emotions involved, you can’t tell the story your customers want to hear. It might be: Necessity: Food, shelter, warmth Fear: Health insurance, home security, PayPal Fear of Missing Out: Time-limited offers,

Make A Difference!

By |2018-02-19T00:29:53+00:00January 30th, 2018|Marketing, Strategy, Tools|

The Difference Map, by the inspirational Bernadette Jiwa, is a one-page method for thinking about your business from a fresh perspective and figuring out how to let people know why your difference should matter to them. Ask and answer as many questions as you can for each of the six sections 1. Principles 2. Purpose

When Logos Go Rogue

By |2018-02-19T00:29:43+00:00January 29th, 2018|Branding, Communication, Creativity, Marketing, Strategy|

Your logo is quite possibly the most important element of your brand. Here are 4 things to keep in mind when evaluating yours: 1. Avoid anything trendy - you'll regret it quicker than you can say "fidget spinner". 2. Be distinctive - something that cuts through the noise, but doesn't confuse. 3. Is created with