The 7 principals of business success.
Over a long career, I have seen many successes, and just as many, if not more, failures. In both cases, there are a small number of common factors. The successes all have most, if not all, of the factors below, and the failures are typified by their...
How can you build a relationship with an algorithm?
You cannot. Building a relationship with an algorithm is beyond even the wildest imaginings of the 'AI forever' set, which is why I prefer people. Algorithms are there to be gamed. On the provider side, wherever you see a platform that uses ranking...
Is this statement a turning point in Corporate Culture?
In 1970, Milton Friedman wrote an article for the New York Times that set the tone for enterprise management and culture from that time. His argument was that the role of the executive was to conduct the affairs of his employer: 'in accordance with their...
The sad and entirely avoidable death of a great old FMCG brand.
Currently in my cupboard almost gone, is a bottle of detergent, a well known and trusted brand, formerly the market leader, been around for ages. It will not be bought again by anyone in my household. Here is what I suspect happened. Sales of the brand were eroding as...
The two most valuable asset every business person must build
Every person in business has two crucial and potentially synergistic assets.Your skill, capability, and distinctive way of adding value to a customer.Your network.One without the other is not much use, together they are multipliers of each other,...
The hyperbole trap
We marketers as a stereotype tend to adjective driven descriptions that make little logical sense, and in some cases, are in fact misleading. Yesterday in a major supermarket deli section I saw two examples that should be taken out the back and flogged....
Consider your ‘Doorman’ strategy
It appears that the role of a doorman in a hotel is to hold the door for guests, easing their way into and out of the hotel. Ostensibly the role is simple, a smiley face, welcoming word, courtesy extended. However, when you think about it, there are many...
Not all data is created equal
We seem to believe, sometimes accurately, that the lack of data points is indicative of a less than a reliable outcome. We also think that the more data points the better, but then we tend to ignore the outliers, while privately acknowledging that is...
A pox on their houses!
It seems that 'Influencers' are chasing me everywhere. I have been receiving messages from one who needs me to be rescued by using the product she flogs. Perhaps it will make me look younger, but I doubt it, and I certainly would not pony up the absurd...
The cost of failing to build brands
Direct marketing is highly tactical, it is a one on one communication from the marketer to the consumer. Within the boundaries of some limitations, the outcome of direct marketing can be quantified with a considerable level of confidence. You either got...