The elusive location of value.
We all seek value, we set out to buy when we find it, but all too often, we settle on price as the measure, when price is only one component of the mix of factors that makes up "value". The challenging thing is that even each individuals perception of value can change...
Perspective driven management
Everyone knows the optimist sees the glass half full, and the pessimist sees it as half empty, but few see the other options. The technologist sees the shape as sub-optimal The engineer sees the variation of material in the glass as an affront to his efficiency The...
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...