The second best word to close a sale.
The best word in sales is 'Free', it will close more often than any other, by a long stretch. However, being free also implies there is no value to the 'buyer' and in any event, it is not really a sale. Only when there is an exchange of some sort can it be...
The role of medicine in marketing
Customers buy to relieve some sort of pain, or fill a need. Sometimes that pain is real, the need genuine, and sometimes it just takes the form of a psychological itch that needs scratching. Whatever the form, source or type of the pain, nobody buys...
9 drivers of digital transformation
'Digitisation' like many other 'ation' words has become a cliché, thrown around with no specific meaning that is consistent and generally understood. It has many parts, 'Industry 4.0', IoT, AI, AR, and so on, but what do you have to do to 'Digitise'? It is way more...
The flip side of strategic planning
When should you let go of the sunk cost that is not performing? How do you decide when to quit, walk away from an investment? It is as important a decision as the one you made when planning where to allocate your resources in the first place. Strategic quitting is the...
Is leadership dead in the Clown Factory?
Dismay is the only (polite) word to describe the feeling as I watch the machinations and manipulation of current politics that passes for representative government. Where is the humility, empathy, dignity, and recognition that they are there to serve, which is a...
Business Improvement Handbook: Chapter 1. Cash.
Have you ever started to read a book, and decided to miss chapter 1? I guess few ever have. Miss chapter one, and you miss the foundation of what is to come. It is the first impression, creates the context in which the book is set, irrespective of it being fiction or...
Is lack of money really a barrier to innovation?
If a problem can be solved with money, then arguably, it is not really a problem!! Most companies, especially big ones try money before they try creativity and thinking from first principals. To my mind, this is one of the reasons that smaller companies are...
7 reasons many digital marketing programs do not work
So called 'Digital Marketing' has become an end in itself. Instead, it should be a potentially potent tool in the marketer’s toolbox when used well in the process of delivering value. I see it often spoken of and treated as if it were a separate functional...
Happy 12th birthday StrategyAudit.
March 30, 2009 was the date of the first post on the StrategyAudit site. I did not know where the second was coming from, but they seemed to emerge from the conversations I have, problems clients and others face, and the observation of what is going on around...
The critical strategic factor for 2021, and beyond: “Tempo”.
We seem to accept that the world is getting faster. The tempo of activity is picking up in just about everything in our lives, and the 2020 pandemic did nothing to slow anything down. Instead, it operated as a catalyst to an increase in tempo across the board....