Do we still need book stores and publishers?

  I love books, real books, items where you physically engage with them, turn the pages, scribble in the margins, pass them onto friends with a handshake and a 'you will enjoy this'. Behind me (chronologically) are those who have grown up with e-books,...

How to build a super effective customer ‘Persona’

  Who is your ideal customer, the one who will not haggle the price, who loves the product you sell, and proselytises for you? Knowing that person in great detail would be marketing and commercial gold. Like all gold, it is hard to find, subject to all...

The downside of FMCG retail scale.

Woolies and Coles have around 75% of FMCG sales in this country, depending on whose numbers you believe, and which categories are included. They have huge scale, from the farm gate through the supply chain to the consumers wallets. As a result, their cost...

A marketers explanation of Net Present Value (NPV)

'What the Hell is NPV?' the marketer cried Accountants seem to love to baffle with jargon, but that is not, usually, what they set out to do. Rather , they use terms as a shorthand to describe what to them makes absolute sense, but to the rest of us, mere...

8 clichés every entrepreneur should consider

Clichés become clichés because they make sense, and are widely used, so they pass into the language. Unfortunately, common usage often makes them appear flippant, a throw-away line that means nothing. That they take on that label does not make them any...

Your ‘enemy’ makes you stronger.

Strategy is as much about what you will not do as it is about what you will do, perhaps even more so, as it forces difficult choices. Equally, the old marketing buzz-word 'positioning' which was defined in my university days 45 years ago as 'how your...

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