The power of empathy

As a marketer and a leader, empathy is one of the most important traits you can possess. As a marketer it helps you understand your customer and how you can provide a product or a service that alleviates a problem, soothes a fear or enables a dream. Empathy allows us to identify with the customer, […]

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The people who build a tribe

I am doing a fair bit of work around tribes at the moment. The need to belong to one, or several, is vital to the human experience. The need to create one as a marketer is paramount – to find a group of people who will give you permission to talk with them is a […]

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I choose rugby. Independently.

So your dad played rugby? Nope. Your brother? No, I chose rugby for me (among 3 other sports – cricket, V8s and Formula 1 also make the list). What’s your club? Sunnybank – I have been a supporter for more than 20 years. I remember standing in a crowd of excited 7 and 8 year […]

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Questions for marketers – are you both micro-iterating and innovating?

The balance between the big stuff and the little stuff is a tightrope marketers walk everyday. Innovation through large, new projects. The sexy stuff – digital transformation, whole of lifecycle review, new communication platforms. Micro-iteration through constant and infinitesimal improvements. The small stuff – multivariate testing of SEM ads, A/B testing of landing [...]

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