THE AGE OF STUPID DECISIONSStupidity is certainly not the preserve of 2021. It has always been a feature of human decision making. In 2021 however, the mountain of knowledge available to us all should make stupid decision making less common. Alas, it is still all too common. Stupidity is certainly not the preserve of a ...

Idea 25 addressed the potential for developing an ethical business or brand and the critical role that alignment plays in creating such an enterprise. It discussed research findings highlighting the importance of aligning the values of the business or brand with those of people within the target audiences. In Idea 25, I note that aligning ...

It is both a bad thing and a good thing that ‘ethical business’ is rare – and in my view, it is rare. The rarity of ethical business, which I will define shortly, is a bad thing to the extent that we would all like businesses to behave in a manner we consider ‘ethical’. On the ...

IDEA 24 – 2021 Maximize marketing efficiency by understanding what consumers do and how to change what they do cost-efficiently There is an erroneous view - perpetuated by advertising agencies and digital marketers - that the most effective way to drive sales is through traditional, online advertising or some other form of promotion. In addition to being ...

IDEA 23 OCTOBER 2020 THE PROPOSITION Perhaps the biggest problem with Donald Trump is that he is, like many property developers – transactional. Some property developers may be able to afford to be transactional given that people do not buy property very often, but for other property developers and most businesses, maximising profitability involves maximising the lifetime value ...