Data is still a “dark issue” for marketing.

Five years ago, after working on over 80 campaigns in a 2-year period with a variety of clients – I came to the belief that clients couldn’t trust their own data.   Since then I think this has continued and is in danger of becoming worse unless we understand why. There are 3 simple answers to … Continue reading “Data is still a “dark issue” for marketing.”

No kings in a complex world: the quest for the ‘one thing to focus on’ can be misleading

A couple of weeks ago I made a little comment on a post on LinkedIn which got me pondering about the nature of content, which led into a mild internal rant about the nature of information and the nature of complexity and decisions. The tendency to state that something is ‘king’ is endemic in business conversations, … Continue reading “No kings in a complex world: the quest for the ‘one thing to focus on’ can be misleading”

Category shift the C-Suite: time to reconsider the basics?

Often the biggest important change we need to make relates to something basic. Something nobody thought was part of the problem. But because the basic thing is…well, so basic, it’s easy to leave it out of our consideration set – meaning that qualitative change is hard to achieve. So it’s interesting (to me, anyway) to think … Continue reading “Category shift the C-Suite: time to reconsider the basics?”

When Marketing isn’t enough.

Marketing is not enough! In many instances it’s becoming “me-too” – it’s becoming standard with limited uniqueness and real stand out. When something becomes standard we have to have the foresight to recognize it. Deal with it. And do something about it. Truly innovate. And those that do it earlier than others, gain significant advantage. … Continue reading “When Marketing isn’t enough.”

Merger & acquisition. When unifying a complex story is a must.

KPMG recently reported that merger and acquisition (M&A) has reemerged as a leading growth strategy in the technology sector with deal value surpassing pre-recession levels.   Anticipating that economic and market conditions will remain positive in North America, 82% of KPMG survey respondents said they were planning at least one acquisition in 2016; 19% planned … Continue reading “Merger & acquisition. When unifying a complex story is a must.”

Competitive positioning – from the race track to the office

Over a cup of coffee and slice of flapjack at the weekend, my husband and I were discussing what it is we actually do in our jobs – something that after 11 years together neither of us can fully fathom. An MG racing driver in his spare time, he said to me, “the only thing … Continue reading “Competitive positioning – from the race track to the office”