FEW THINGS IN MARKETING ARE MORE IMPORTANT THAN CULTURE – 3 OBSERVATIONS Someone wiser than me once said, ‘Culture is more important than strategy’ … and it is. Indeed, I would argue that it is much more important, even at the level of product development and delivery. In this regard, I would argue that there […]

FEW THINGS IN MARKETING ARE MORE IMPORTANT THAN CULTURE – 3 OBSERVATIONS Someone wiser than me once said, ‘Culture is more important than strategy’ … and it is. Indeed, I would argue that it is much more important, even at the level of product development and delivery. In this regard, I would argue that there are few things limiting the success of many businesses more than: Mediocrity Commodity Conservatism Mediocrity is a hallmark of business in Australia. To appreciate this, one need only consider the number of cafes serving tea bags, the number of newsagents that will not accept credit cards for transactions under $10, the standard of our daily newspapers, the standard of commercial television, and the standard of advertising on television. I would argue that Australian business has made an art form of mediocrity. Mediocre products are nearly as common as the excuses for them. This, of course,…