“Customers” are NOT identical. A “market” is only a corral of market segments. Until business leaders fully accept that fact, businesses will not do as well as they could, probably flounder at some stage, and ultimately fail as their competitors (who DO “get it”) out-manoeuvre them. The Most POWERFUL tool in a business strategist’s arsenalContinue reading “How do you KNOW what your customers want?”
Why So Many Huge Companies are Floundering in the Digital Age. I explain the detailed reasons “why” in my book, “The Four Faces of Marketing” which readers can download below… but summarily, Companies aren’t “good” or “bad” it’s their decision-making leaders that are the important variable! In larger companies like P&G, Unilever & General Mills,Continue reading “The Curse of Corporate Business – Why The Mega Companies Are Floundering”
Did Milton Friedman set the path for the ruin of Coles & Woolworths? Can they be saved?
Too many marketing strategists believe their own BS! Pricing Strategy, Communications strategy, Online Strategy, branding strategy etc. isn’t genius… it is obvious, common sense that evolves out of the fact that perfect knowledge leads to perfect decisions. I’ve had an extraordinary number of commercial successes in my career, record-breaking ones… NOT because I am oneContinue reading “Have we abandoned the core root of all business success? (Or Just forgotten the truth?)”
The dynamics of the marketing world is now firmly ‘internet-centric’ . At least ‘8 times more powerful than TV’ ever was, potentially more cost efficient on a cost per contact basis (although lack of skills means this does not yet hold true for many), able to target better than past media (skills allowing, again),Continue reading “SMM: Why Marketing Theory now carries even MORE importance”
So many businesses could boom beyond all expectations…… If ONLY they knew how much they don’t know, when it comes to ‘marketing’. So many still think that “marketing” is “promotion”. Others perceive it as simply ‘selling’. Dangerous CEO’s think marketing is just ‘fluff’. Companies that have leaders with this perception are ultimately doomed… proven infinitely,Continue reading “So many businesses could boom beyond all expectations…”
Many businesses reach the height of their success just before they expire. Why? Under the operational umbrella, they they have learned rights and wrongs, developed an understanding for their strengths and weaknesses, developed quality networks, and streamlined efficiencies. Under the strategic umbrella, leadership and management are starved of skills. Ignorance, being blissful – until thingsContinue reading “What about the future?”