It is vital as a marketer to remember what it feels like to be part of an audience, to build a community that people want to be a part of. To think about people who want to share the same experience, the same moment, connect with each other. To craft messaging, a product, a service […]

If we lived in a perfect world, my next few statements would never need to be written. This is, however, a less than perfect world. Often when we develop a strategy we need to be cognisant of, and respond to, the internal audience as much as the external audience. The overlap of the company goals and those […]

Everyone is a word. It isn’t a group of people. Everyone doesn’t want you. Don’t get sucked into thinking what you have is for everyone. Find an audience, solve their problem.  

Capitalism (and the nature of being human) often means we are chasing more, chasing growth. Growth doesn’t always mean more from more.   It could mean more from less; more from the same, more from mergers and acquisitions. More companies. More markets. More customers. More technology. More GP. More quality. What does growth mean to […]

Things I learned from my mother How many times a day do we say or do something that could be from our parents’ mouths? I am sure many of us went through a phase in our lives where we didn’t want to be anything like our parents. Thankfully I outgrew that phase and am happy […]

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, […]