If you want to market your product or service, it helps to know why people buy. What you think you sell and what people hope to buy may not be the same thing. Your product or service works at three levels for the customer: Features Benefits Hopes and dreams Some highly simplified examples will make …Continue Reading
Have you ever heard a customer or a salesman say that your prices are too low? All the pressure is to lower prices. But the road to profit is higher prices. So how do you price? There are three basic ways to price: Cost plus Add a margin to your basic (variable) costs and hope …Continue Reading
You do not need to be a marketing expert to contribute to the marketing discussion. Often, marketing is not about knowing all the answers, but about asking smart questions. The best questions are the simplest ones, which cut to the heart of the business. And the best way of getting to the heart of the …Continue Reading
Visions are dangerous. They are the land of saints and sinners; the bigger the vision the bigger the chance of disaster. Fortunately, visions are not about copying Martin Luther King and declaring “I have a dream….” Whatever you dreamed about last night, do not share it with your boss. Fortunately, a vision is much simpler. …Continue Reading
The goal of strategy is very simple: you have to find a source of unfair competition which results in making excess profits. Regulators and competitors should hate you for this, but without it, you fail. Every firm needs to make “excess” profits somewhere to stay alive: this profit sanctuary will help to pay for all …Continue Reading
If you want to become a top manager, you have to show you can handle a strategic discussion. Fortunately, you do not need to have an MBA to think strategically. Remember that most of the world’s billionaires did not even finish university, let alone do an MBA. MBA students are taught to believe that they …Continue Reading
These events are guaranteed to be both practical and original. They draw on the practice of setting up successful businesses and on original research on leadership around the world, including seven years of research with tribal societies.
Throw away the electronic fetters of phone, internet, email and computer. Get rid of health and safety, legal, HR, IT, facilities, brand police, accounting. All gone. Now try leading.