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Category Archives: Strategy
Competitive Positioning – running away from the lion
Getting inside your customer’s head for competitive advantage – after all there’s no point otherwise. An eight step process to ensure your business gets the insights it needs, not the ones someone wants to sell you. Read the full paper … Continue reading
Posted in Publications, Strategy
Tagged competitive positioning, customers, systems, technology
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Corporate Social Responsibility – does it make any difference?
In this paper I suggest a 4 step process to tackle the elusive issue of measuring the impact of your CSR program and compare 2 different approaches – the audit and the anecdote. Understand why you are doing CSR Check … Continue reading
Posted in Publications, Society, Strategy
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Segmentation or Customers?
Markets have changed and marketing must do too. In this paper I propose an alternative approach to segmentation and show how it might affect the way we work including an update of what we have learnt from segmentation.
Posted in Customers, Publications, Strategy
Tagged channels, customer focus, demographics, market research, marketing, segmentation
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What is a Customer Interpreter?
What a Customer Interpreter® does, and why it’s the key to a successful business. Including 4 techniques for a Customer Interpreter 3 applications for your business If you run a business in your own country, you probably believe you speak … Continue reading
Posted in Customers, Publications, Strategy
Tagged applications, behaviour, customers, insight, smart listening, techniques
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