Category: Marketing Your Business

In a world still driven by consumption and served by entrepreneurs who, whether we like it or not, generally find ourselves practicing Friedman economics, where is the place for service?   Let’s consider Friedman a little bit more closely. The summation of his economic theory: “The main responsibility of a business is to maximise their […]

As my Oom (Uncle) Geel used to say to us children when we pestered him with whys: “Because, Y is a crooked letter and you can’t make it straight.”   Similarly, having our own brand and business WHY, does not mean we have a straight line to everyone in the world with a similar Why. […]

If we are dealing with a “Need” that the market is unaware of, are we creating a solution or are we adding to the problem?   Let us consider a product that is hazardous to the environment or to the general health of humanity. Maybe this product is the waste-product or by-product of some other […]

Continuing with our considerations around the Needs of the market, what sort of need are you catering too?   If it is an existing need that everyone is already aware of then it is highly likely that there are a lot of different options available to the market already. Staying ahead when the need is […]

A product or service that fulfills a need is not necessarily an instant winner because the market doesn’t always recognise needs as important, exciting, or there is very little loyalty to brand when the need is immediate.   A product or service that only appeals to a want, but has no intrinsic value may win […]

Recently, on the Next MBA programme Jakob Stigler, from Mano Copenhagen, emphasised having a single Metric of Truth to ensure a radical improvement in the effectiveness of marketing. We couldn’t agree more with this philosophy. But this of course begs the next question: “Which metric do you choose?” The answer can feel a bit like […]

Everything today is measurable, more so than ever before. We have mounds of data. Anyone who has sat through a media campaign debrief knows there are a ton of metrics that can be fed back, manipulated and interpreted. The question, as the marketing team, is no longer: “Can you measure it?” It is: “What are […]

There is an old personal development adage that says, “Every one of us, in our lifetime, has or will have an idea that could make us millions. The difference between the millionaire and everyone else is the millionaire took action on their inspired idea.”   In our experience this is definitely true. But, there is […]