The new competitive advantage in a digital world
Data collection has become an obsession of marketers in particular, but all sorts of other assorted boffins as well. We have data up to the wahzoo, and do not know what to do with it all. So, we throw it against the wall and come up with all sorts of...
11 things you have to get right to successfully rebrand.
Rebranding an enterprise is fraught with risk. You risk losing the brand identity you have, along with current customers, distribution channels, recognition, and so on, banking on building a larger brand in the future. It will not happen without...
The strategic alternative to Sales and Marketing
I rarely disagree with the musings of Peter Drucker, genius that he was. However, I need to take issue with one of his more quoted musings: 'The aim of marketing is to make selling superfluous' The objective of both Sales and marketing is to generate a transaction,...
Why does ‘Hindsight Planning’ really work?
For years I have used a process I call 'Hindsight planning' with clients to conceive then execute a strategy that delivers sustainable prosperity. Put simply, rather than planning forward, as it usually occurs, from an analysis of the current situation...
11 ways to uncover the lies in data
Data does not have an agenda, it does not lie, but it rarely shows the whole story. Think of the data that would be gathered and analysed after the announcement of a chunk of native forest was opened up for logging. The botanists would have one set of data...
How to assess the value of information
The term 'monetisation' is thrown around like confetti at a wedding. It almost always refers in one way or another to the process of squeezing money out of information of some sort. The real key to monetisation success is to identify who may have value created for...
Electric Vehicle manufacturing: The prospects for Australia.
One of the more fanciful of a grab bag of fanciful bullshit surrounding the 'debate' on electric cars a fortnight ago was the assertion that South Australia could become a world centre of electric vehicle manufacturing. It seems superficially logical, all...
A reflection on Anzac Day, 2019
It is Anzac day 2019, just a public holiday to some, but a lot more to others. It is also my beautiful daughters 34th birthday, so it is a good day. As we take the day off, some will just be thankful that the self-serving, fact free, fabricated drama, and...
‘Brief’ does not just mean quick!
Providing a project brief is a core skill of great marketers. Too often I see so called marketers sounding off about service providers of all stripes for failing to deliver, when the brief against which they are being judged is a load of ambiguous, fluffy...
The 2 simple questions, which when answered, will improve everything
There is a very simple, elegant way of improving anything, from a complex factory production line to something more personal, like improving your tennis. Determine the constraints, and remove them progressively. It is the key to improvement, that can...