Does ‘Know, Like, & Trust’ still hold?

The only way businesses survive is to generate revenue in excess of their costs, consistently. Common sense. One of the oldest adages in revenue generation is that people do business with those they know like and trust. It was correct, and to an extent it still is,...

How to send a great brand down the crapper.

When you change your business  model, make sure you take your customers with you. Just assuming loyalty and the power of incumbency can be terminal. The evidence to this is long: Kodak, Blockbuster, and more recently, Blackberry, amongst a very long list. A few...

What does ‘Priority’ mean to you?

Most of us would say in answer to that question "the one most important thing". The thing that we just have to do first, in preference to all others. Priority is singular. However, in most cases I see the word used as a plural, 'Priorities'. It seems this is a new...

What leaders must do to enable organisational change.

Through processes of organisational change, there is a lot to do, a lot that can go wrong, and something always does. The only way to handle it is to just keep going, making the necessary adjustments as you proceed. However, there are some ways I have seen that smooth...

Case study: The pros and cons of PR in a B2B market.

PR can be a remarkably effective tool in the marketing arsenal, but most of it is just wasted, simply because it is not delivering any message of value to anyone who cares. What can you expect when you have a combination of PR agencies who get paid by the word,...

To cut through the digital clutter:  Tell stories.

Stories are personal, they resonate, you see the real people behind the business, not some nameless corporation, the people who do the work, and are accountable for  the decisions and outcomes. Facts never change anything, but stories can. Martin Luther King did not...

How do you price for services.

A common question from all those in consulting, and one I ask myself regularly, as it becomes really easy to under-price in order to get the job. From time to time in the past I have done jobs for various bodies that I believe in, pro bono. I always thought it was my...

How do you calculate a Cost Per Lead?

The smoke and mirrors crowd of "Digital marketing made easy" will tell you that Cost Per Lead (CPL)  is a key measure. This is half right, but the half that gets missed most of the time is the half that really counts. First, how do you define a lead? Is it a webform...

What makes successful people successful?

Success is driven by a combination of insight, common sense and hard work, not luck, knowing the right people, or having a rich father, although the last two can be a good start. It is also a given that successful people are usually pretty smart, although pretty smart...

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