Use science to maximise lifetime value

5% can make you a great deal of moneyOnly fools view marketing as being the business of ...

Create a culture that differentiates

300,000 copies a year soldWorld-renowned management consultant and academic Peter Drucker once noted that ‘culture eats strategy ...

Develop a strategic competitive advantage

6 sources of a strategic competitive advantage Developing a sustainable strategic competitive advantage is not easy. However, ...

Identify an effective value proposition

50% increase in revenue after identifying the optimal value propositionAccording to e-commerce Manager, Jeff Hoogerhyde, a value ...

Differentiate through R&D

US$91.6 Billion in South Korea and US$23.3 billion in AustraliaSouth Korea spends US$91.6 billion (4.29% of GDP) ...

Embrace capabilities and personality

US$10 billion and US$7.5 billion respectively McKinsey and company boast revenues overUS$10 billion (an average of US$476,000 per ...

Borrow from the past and tell stories

US$125.84 billion and growing Bill Gates and Paul Allen founded Microsoft in 1975. Since then, it has grown ...

Differentiate by avoiding mediocrity

US$568.3 million and growing Zappos is the world’s biggest shoe store. It is online, of course, and ...

Embrace the power of a mission and values

63% prefer to buy from a purpose-driven brand  Ideally, product or brand differentiation should be tangible. However, they ...

If you cant differentiate the product, differentiate the experience

1 million store visits a year I would not go into an IKEA store to save my life ...

Get real – then look the part

87% of profits from 18% of sales In 2019 Apple secured just 18% of world smartphone sales, down ...

Distinguish between hygiene and motivation

2 levels of differentiation matter In his ‘Two Factor’ theory, Frederick Herzberg wrote about two levels of potential ...