PRICE IS TOO IMPORTANT TO BE LEFT TO BEAN COUNTERS

IDEA 14 I have written many times about the dangers of applying intuition, in the absence of data in marketing and business more generally. There is perhaps no area of marketing, or indeed business, that is addressed more intuitively than price. This is despite that fact that there are few areas of marketing that can be ...

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DO SOME RESEARCH AND STOP ACCEPTING MYTHS

IDEA 13 IDEA Few things infuriate me more than myths perpetuated despite evidence to the contrary. A great example that came up recently is that immunising children causes autism. Another is that climate change is a conspiracy. However, it is not just health and science that are plagued by myths. Branding, marketing and communication are also impacted. While ...

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ARE YOU BEING TOO CLEVER BY HALF?

IDEA 12 IDEA An ever-increasing number of books are being written offering business the ‘good oil’ in terms of improving their business. Seth Godin alone has written 18 such books. At the same time, an ever-increasing number of gurus are dreaming up secret formulas, hitting the speaking circuit, and posting clips on YouTube – aimed at helping us ...

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OPPORTUNITIES AND CHALLENGES IN A RAPIDLY CHANGING WORLD

IDEA 11This article explores three core ideas:The environment in which business operates is changing faster than ever, and all indications are that this rate of change will accelerate over the next five years.The changing environment in which business operates creates both opportunities and challenges, which businesses need to understand and address.The people in this environment ...

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HOW DO I BUILD A BRAND THAT DRIVES VALUE?

IDEA 10 A PHENOMENON At the moment I started writing this article, the TED Talk ‘How great leaders inspire action’ had been viewed 44,433,426 times. I am sure it has been viewed many more times since then. I am equally sure the principles outline by Simon Sinek in this talk have been addressed by him and many others ...

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