Marketing data scale
Recently I have been talking to SME's about their engagement with digital tools, and getting some pretty disturbing responses. Many when asked will say they are engaged, because their phone is connected to google maps so they can find their way home at 3am. Not...
Value development process.
Innovation is a process, mostly it is managed for better or worse with some sort of stage-gate process. Sensitive project management of innovation is vital, the context of the project, the culture, management engagement, business model, the source of resources used,...
Unpredictable is not random.
Some things we can predict with great accuracy, simply because we can quantify almost all the variables that come into play. The path a bullet will follow when fired, how long it will take a brick to hit the ground when dropped, and how much fuel it will take to do 10...
4 requirements of “Connection”
A pilot program I have been recently involved with, setting out to assist the evolution of a" Sydney Harvest" brand of local produce has not delivered the results hoped for. After years of agitation by produce growers in the Sydney basin, beset as they are by...
4 Marketing lessons from SPC
There is a lot to learn from the SPC imbroglio, the feds must be delighted to have got away with their IR/"no more handouts" agenda intact as the Victorian government bailed out not only SPC, but their federal colleagues, albeit not a good look for the state version...
Marketing is telling stories.
B2B and B2C is the way marketing has been described for the last 20 years. Nonsense. Marketing when successful has always been P2P, person to person. Successful marketing is about engaging with people and people engage around stories, not data and specifications, and...
One final test.
"If this was your money, would you invest it this way". This question worked well for many years as a corporate executive, asking the question of those who reported to me about the projects for which they were seeking support. Usually, indeed, almost always, the...
8 Moments of truth
Jan Carlzons great 1987 book Moments of Truth reflected on the point at which a "front line" employee interacted with a customer, and how important that interaction was. The digitisation of our lives has profoundly changed the context in which interactions occur, the...
How to be Successful with direct mail
Digital and email marketing is just the C21st version of direct snail-mail. Why is it then that we despair when our email open rates are only 2%, when that is all most direct mail campaigns ever got? I think we are looking at things from the wrong end of the...
Shakespeare invented Twitter!
Willy said many things that have been repeated, and repeated over the years, nuggets of truth that resonate today, may of which have a place in management thinking. "Be great in act, as you are in thought" "In time we hate that which we often fear" "Nothing emboldens...