opportunity 61 of 150 There are so many basic principles, that can be readily applied in marketing a product, service, business or brand, which are often overlooked. For example, there is potential in driving sales by delivering excellence. It was Seth Godin who asked the question – “When is the last time you recommended a […]

opportunity 61 of 150 There are so many basic principles, that can be readily applied in marketing a product, service, business or brand, which are often overlooked. For example, there is potential in driving sales by delivering excellence. It was Seth Godin who asked the question – “When is the last time you recommended a mediocre restaurant?” It is a very good question, and for most of us, the answer is ‘never’. We might eat at a mediocre restaurant because it is close or cheap, but we will never recommend it – and even if we do deliver repeat business, it will be under sufferance and as infrequently as we can manage. Referral and repeat business are important, and they are not favoured by mediocrity. Despite this – mediocrity is all too common. By definition and in practice, most businesses are mediocre. Consider: I went into two cafes this week.…