Marketing Audit
The following is a letter published in the Journal of thre Australian Institute of Company Directors in their December 08 Annual report. http://www.companydirectors.com.au. Very few businesses make a serious attempt at an audit of the returns from marketing...
No longer masses
You can no longer market to the anonymous masses, they're no longer anonymous and they're certainly no longer masses, but an agglomeration of individuals. You can only market to people who are willing participants, so the marketing task is to identify that group of...
learn from sport
Being good at any sport takes practice, and significant effort to improve the way things are done to get better, and we constantly and consistently measure the outcome of the effort, review the impact of changes, and vary the training regime as a result of the...
The scalpel or the axe?
Take a scalpel to your costs , not an axe, make sure the costs you cut are not the ones necessary to add value to the 20% of your customers that typically deliver 80% of the profits. The temptation under pressure is to do something, expend a little brain time and...
Is the customer always right?
The most difficult word in the English language for a small business owner is "no". In most cases, it needs practice, the customer,(or worse) the potential customer is not always right, at least, right for you. Be careful, be consistent, be firm, and know which...
Help for small business
The following is a response sent to the Australian Financial review commenting on their front page lead on April 2. The extent to which the various authorities impose burdens on businesses whilst seeking to assist is mind-boggling, but what is more disturbing, they do...
cash is The KPI
There are lots of forces calling for more and more performance measures, assuming the work to produce the information is easy and cheap. Rarely is it so. For a small business owner, being able to go home at night, and get some sleep, is often a function of how...
What’s the purpose?
Your purpose, should be a reflection of why you do what you do and what makes your business unique, and hopefully fun to be a part of. It should be an articulation of what you do better than anyone else that creates a "gravity" to which your customers and other...
How to prioritise
Prioritising activities is a constant challenge. Most small business people see the task only in terms of money, or the apparent urgency of the matter. Few consider that their time is the most valuable resource the small busines has, yet they willingly spend huge...
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