The word of the year is ……….?
'Pivot' has been the word of the year so far. Cafes have 'pivoted' to takeaway, fitness centres 'pivoted' to on line classes, supermarkets 'pivoted' to home delivery, entertainers 'pivoted' to all sorts of variations of on line delivery, and so on. Huge changes...
Is there an approaching inflection point in Australian manufacturing?
Crises always drive rapid change, and this Corona crisis will prove to be no different. Many enterprises will flounder and disappear, but others will emerge, not just to take the place of the dead, but to build value in different ways. The law of...
How do you find your content audience?
Writing an email sequence is not as easy, or effective, as the videoed on-line courses (special deal $695, ends at midnight) would have you believe. The templates and advice is all pretty vanilla although useful, but does not get to the heart of why...
What lies underneath the ‘electoral draw’ in Eden-Monaro?
Both sides of politics are claiming victory in last Saturday's by-election. Labor because they won, and Liberal because they did not lose by much, and anyway they did not expect to overturn a century of precedent in by-elections, despite the PM having high...
Are you ready for the massive disruption of the coming inflection point?
I am not in the habit of quoting V. I. Lenin, but he did get some big things right. 'There are decades where nothing happens, and there are weeks where decades happen' We are in one of those 'weeks,' the inflection point of a lifetime for most of us....
Why ‘SMART’ does not work well for digital
Marketing has moved significantly into the digital domain, online. It appears to make sense, as it appears 'SMART' (Specific, Measurable, Achievable, Realistic and Time driven). The engineers and accountants amongst us warm to this sort of seemingly...
How does value relate to utility?
My go to marketing guru, Albert Einstein said: 'Energy cannot be created or destroyed, it can only be changed from one form to another, and relocated'. This has become known as the first rule of thermodynamics. Perhaps 'Value' has a similar characteristic?...
A riff on Mentoring.
I was recently asked to turn my mind and experience to the question of mentoring, and to reflect on the benefits and pitfalls that may be present. Over the years, I have had the benefit of a couple of mentors who profoundly influenced my view of the world, and in...
What can we learn from our kids about brand building?
Kids understand stories, it is the way they learn, the way they absorb the lessons of the past for later use. Why don't we use this instinctive capability more often in our marketing? Take your kids to the pantomime, they love it. They get excited every time...
How much Marketing Automation is good automation?
One of the questions occupying my newly monastic mind over the past few weeks has been: 'what changes can we expect in the revenue generation processes as a result of the 'Bug?'. In the lead up to this crisis, I have been considering how automated everything...