If you have several products or services, and are unable to focus your strategy on the major opportunity that lies before you, ’empty your hand’.
The Best Bits
If time is limited, start here. This is a curated selection of the posts that are most read, or most referred to.
“Gain must exceed pain”. That idea is very powerful in understanding the value in your company, how you can enhance it, and how you can communicate it.
What should your marketing budget be? Are you spending enough, or too much? Is your marketing spend in line with ‘the industry norm’? There are two things that will be true, as you try to figure out how much to spend.
Unique Selling Proposition is one of the most widely misunderstood marketing concepts. Here’s why.
Some years ago, I realised that to create meaningful business alliances, you had to be systematic about it. You need focus.