The Future of Marketing - it has to be more than just selling stuff
Fast Company magazine asked a range of 'leading lights' in the marketing industry for predictions on how the marketing landscape would evolve over the next 5 years. I was a bit disappointed.Most...
View ArticleFix the sales problem!
Our friend, Dave Brock, has written this excellent piece that concurs with what we find when we are asked to look at sales problems...that it's generally not a problem with...
View ArticleContext is king for building stronger customer relationships
The more we know about a customer’s context, the more meaningful and mutually beneficial our customer relationships can be. Marketing content in the absence of customer context will lead to wasted...
View ArticleWhy Am I Talking?
In our interactions with others, we will sometimes find that there is a shift in the power balance between us. Often this shift leaves us feeling uncomfortable, as if something went wrong. For example,...
View ArticleWhat business can learn from Banksy's Dismaland
I was one of the lucky few to visit Dismaland during its five-week run in the UK. Designed by the artist Banksy and well-chosen artist collaborators, this anti-establishment theme park was dubbed ‘a...
View ArticleDon't value yourself? Then you can't value customers
You are how you feelBusinesses are like people. The way they behave is directly linked to their sense of self-worth, or value. So for your customers to have a positive experience, your business needs...
View ArticleIf you marry a summary, you'll breed bullet points
I’m sharing an article from my friend Leandro Herrero as he illustrates so beautifully the drive in business to reduce everything to small, manageable pieces and in doing so losing the whole meaning of...
View ArticleAuthentic value: fact or fiction?
Discussions about what it means to be authentic both in business and in life in general are everywhere at the moment. Combine this quest for authenticity with the ongoing quest to deliver superior...
View ArticleLet’s talk about engagement - not loyalty
There’s often a big difference between what customers say and what they do. That’s one of the reasons why customer loyalty, usually measured by surveys, is a flawed metric. Look at customer engagement,...
View ArticleIt’s all about me: why B2B customers aren’t listening
Draw a cup. What do you see? A stylish item of crockery? A football trophy? Half of a bra? The point of this classic psychology exercise is to show that what one person says can be interpreted by...
View ArticleMaster or servant? Which one should a B2B supplier be?
Many B2B companies are built on technical expertise. They start with a great innovation and turn it into a thriving business. Yet in our work, we see many examples where a supplier’s mastery of...
View ArticleWTF? IT’S TIME TO LISTEN
It’s been a funny old year for research. Right up to the day before the UK’s June referendum on EU membership, polls were predicting a narrow margin of victory for the Remain campaign. Many added that...
View ArticleThe secret of confident businesses: selling what customers really value
It’s a paradox. Today’s customers have more power and choice than ever. But they are less satisfied with the businesses that serve them.What’s going on? Customers have higher expectations, yet many...
View ArticleHow a total value proposition sets the stage for true customer-centricity
How do you operate in a world where the customer has more and more power? Is there a successful way to understand what’s going on customers’ minds so that you can ensure your business meets or exceeds...
View ArticleHow to make the shift from transactional to consultative selling
This is one client’s journey and illustrates how they went through the adoption of consultative selling within their business. It shows how successful this approach can be when applied diligently in...
View ArticleWhat one truck’s dangerous driving taught me about sales strategy
I’m very lucky to have never been involved in a car accident; I take pride in this record and the safe way in which I handle my car. I’ve had a few moments where I’ve been put at risk by other people’s...
View ArticleA broken hand and a sympathetic soul: little lies, big data & the customer...
I broke my hand in February which has resulted in eight long months of my body slowly repairing the surprisingly extensive damage to bone, tendons and ligaments. After weekly visits to the local...
View ArticleSpiders, monsters and feedback – oh my!
There are many studies arguing that human beings are psychologically wired to look for, recognise and react to negative things more than positive things. Research has shown that we are quicker to press...
View Article'Twas ten days before Christmas
‘Twas ten days before Christmas up at the North Pole,A workshop was whirring towards its end goal.The elves had instructions, taking great care,Knowing that soon St Nick would be there. Santa had spent...
View Article6 Marketing Podcasts you must listen to in 2018
We’re always on the look-out for the newest thought leadership when it comes to marketing and strategy. With 2018 getting off to a busy start for pretty much everyone we speak to, the best way we’ve...
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