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”

Why do brands make it so hard for business buyers to buy from them?

Buyers buy things and they buy into things That’s what every brand wants them to do and to do so in increasing numbers, spending more money, more frequently, across more products and services and for a longer period of time. Brands also want buyers to buy into them so much that they spread the word … Continue reading “Why do brands make it so hard for business buyers to buy from them?”

Chicken, egg, design or content

The age old question about the chicken and the egg. It’s been discussed for decades with both camps equally confident they are right*. There is a similar posed question that comes up in what I do, designing. What comes first… design or content? Designers have always been asked by both the client (and internal colleagues), … Continue reading “Chicken, egg, design or content”

If ‘inventing’ new things, make sure they are actually new

Oh dear, just read another article about Customer Experience and why businesses now need CXO’s (Customer Experience Officers) to create ‘consistent customer experiences across all touchpoints’ and to ‘work beyond marketing to ensure that all business stakeholders deliver these experiences when interacting with customers’. Well, shock horror. If only this had been done before. Oh, … Continue reading “If ‘inventing’ new things, make sure they are actually new”

It’s confusing out there. Let’s make things simple.

Things can be catastrophically complex… Every day there are hundreds, if not thousands, of articles, discussion groups, blogs and tweets about what businesses need to focus on now. There are almost as many new and diverse viewpoints, buzzwords, emphases, job titles, ground breaking initiatives, self help for leaders, new management structures etc. as there are … Continue reading “It’s confusing out there. Let’s make things simple.”