The mantra I live by
Mantra! A meditation! Your inner voice! A focus! Dare I say it, a slogan! We all got one bouncing around in our heads. Don’t we???? Well, this is mine!!!! This is the philosophy that I have been taught and that I live by. Being boring stinks! In a world where you can be anything, don’t […]
Having a USP is worthless!
I meet startups that fascinate over having a USP (unique selling point) and while it might have a little relevance in certain markets, for the majority, it just doesn’t do much for you!!! If you have stumbled upon something that is unique, chances are unless it is protected or has a high barrier to entry, […]
Function or emotion?
It’s not sexy but the Honda Jazz is one of the most reliable cars ever built. Almost indestructible. The epitome of functional value, cheap to run, cheap to insure and tax. What’s not to like…? The Range Rover is consistently ranked at the bottom or near the bottom of every reliability survey out there. Yet […]
Does your business serve a need or a desire?
When you serve a need or disposition the attitude towards your business is very different from when you serve desire. Needs-based businesses win through price, efficiency, and convenience. They are a commodity, one of many, and if someone comes along cheaper, more efficient, or more convenient you soon see your place in the market disappear. […]
The Startup journey
When starting a business there is a mad rush to get it out there, to build, to create, to just get moving!!! And once you have built, you realise that no one is knocking down your door, so you have to market. You dabble in every platform, channel and fad out there. Hoping to see […]
Do you create feelings?
We are in business and we sell. We think product, we think service, we see profit and loss. Underpinning all of this and sometimes ignored, is what feelings do we create for our customers??? If we focus on that aspect of our business amazing things happen. Naturally quality improves, you create preference in the mind […]
No industry gets brand like the fashion industry
The tricks and approaches that the fashion industry uses are by far the most advanced of any industry. They understand how to sell emotion, they understand how to create desire beyond the functional value that their garments offer. To the point that putting a certain type of logo on a piece of cloth can transform […]
Is brand building part of your day-to-day?
As business owners, founders, entrepreneurs, etc we all have busy days, we work hard, maybe play hard. But how much of that time we have to dedicate to building our brand? Brand building has never been easier. We have the platforms to broadcast our message to a small or big audience. Never have business owners […]
Brand packaging
Brand is all about the packaging and the packaging in this case is the where and how you receive a product. Changing the context in which it is received, and adding a higher level of customer service can change the proposition and the profitability of a business. Rather than looking to innovate new products, just […]
Who am i?
If we want to get philosophical, the most important question we ask ourselves is about identity and who am I? When you see a brand or a business also as a person, that question carries much weight and is the root cause of business failure or success. A poorly defined understanding of oneself affects everything. […]