How to ensure your copy does not get read.
Copywriting is easy. That is what you tell yourself, after all, you can write, you are a professional, very used to communicating, and doing it successfully. My sister is a writer, and every now and again she grabs one of my posts over which I have slaved...
3 foundations for B2B revenue generation.
Creating a process that delivers consistent and profitable revenue involves a whole range of functional collaboration from the agreement of the strategic objectives to the relationship building that occurs after the early honeymoon of the first sales. It...
4 essential questions for the new leader to ask
Taking the top job in a new organisation is a stressful experience. No amount of planning and research can properly inform you of the cultural DNA of the organisation you will be taking over. That knowledge will only come over time, and only if you go...
The value of an engaged employee.
We all talk about the necessity of 'engaging employees,' but rarely truly achieve it, or see it in others. However, when we do see it, we just know in our guts that we are looking at the way we would always like it to be. Yesterday I spent 90 minutes in a...
Sustained Marketing success requires managed mindset change
We marketers, and usually sales people talk endlessly about putting ourselves in the shoes of those to whom we are communicating, and seeking to serve. It is absolutely right that we do, but then we stuff it up. We do that by the way we define the industry...
Are you pushing rope?
Activity for the sake of activity, 'busywork' that does not contribute to an objective associated with creating value for that ideal customer group, is as useful as pushing rope. Ever pushed rope? No matter how hard you push your end, nothing happens at...
How big is the Strategic deficit of Australian FMCG retailers?
Strategic deficit is the amount of time, capability, commitment, and energy necessary to bridge the gap from where you may be right now, compared to the most advanced of your current and potential competitors. A few weeks ago, if asked the question of...
The marketing flip, with pike & twist.
The marketing degree of difficulty has exploded, making getting a good score exponentially more difficult. There used to be a few TV and radio stations, newspapers and magazines by which to reach potential customers, and supply them with the information...
Will Amazons venture into book stores rewrite history?
I love books, thousands of them infest my home, and I have spent years of my life browsing. I may be one of the last "heavy consumers' of books, and particularly coming towards Christmas, my local Dymocks and Berkelouw's which have so far survived, welcome...
Is it schizophrenia or just something in the cactus?
For years consumer markets have been relentlessly commoditised by retailers who hold the power over the distribution, and who not unreasonably, have sought ways to divert the proprietary margins available from manufacturers pockets into their own. Short term thinking,...