The case for the ‘inert’ customer.
Sometimes enquiries from potential customers just become ‘inert’, waiting for the nudge that will convert them into customers.
Identify the opportunity killer in your business
Inventory is an opportunity killer
Can we solve the problem of financing the NDIS with the OODA Loop?
Reforming the funding of the NDIA is a fiscal and social necessity. Is the government up for it?
To build an FMCG brand you must defy Pareto
Pareto fails when brand building
Why the most profitable customers only buy once.
gaining referrals from happy customers is the most cost effective marketimng you can investy in.
Beware of economists and politicians with models
We humans like certainty.
Frustratingly, there is no data that accurately describes the future.
Opportunity Cost: The hidden thief of success.
Opportunity cost is the net benefit of everything you could have done with the money, time, and focus
The mathematics of brand valuation.
Putting a value on a brand is an exercise in both judgement and maths.
Brand loyalty is dead. Long live preference.
Marketers often mistake preference and habit for loyalty
The fundamental management distinction: Principle or Convention?
we must resist the natural ‘hard wiring’ we inherited from our forebears, and give far more weight to the underlying principles that drive behaviour