How much does guesswork cost you?

How much does guesswork cost you?

Some of the worst guesses of all time: Einstein thought nuclear power impossible. Keynes thought by now we’d have a 15 hour work week.  Irving Fisher said in October 1929 that the NYSE had reached a “permanent high plateau” . General John Sedgwick’s last words in the...
The customer is always right

The customer is always right

The importance of obtaining genuine insight and why defining the problem is key to success “If you think marketing is expensive, consider the effects of invisibility on your business”  This is probably the hardest won lesson that many of us fail on. Not because owners...
How to write a good marketing brief

How to write a good marketing brief

If you use an external designer or agency to develop any marketing activity then a good clear brief is absolutely crucial.  The designers can only “create” based on what you tell them and here the motto has to be “garbage in garbage out”. The brief is your opportunity...