#Fieldcraft
-
What I Got Wrong About How Businesses Grow
Read more: What I Got Wrong About How Businesses GrowBusinesses grow because people build them. For me, that’s been true across a bakery group, a publisher, and eighteen years in banking. But the same stretch kept showing the opposite too, mergers, acquisitions, market shifts that moved size faster than any team could build it. Building is not the whole…
-
The Ones Who Reach
Read more: The Ones Who ReachAsked once for the achievement I’m proudest of, I didn’t name a product or a title. I named the people. The method behind it was far less noble than that answer made it sound.
-
You Don’t Know Your Customer
Read more: You Don’t Know Your CustomerMost customer research captures what people intend to do. Most purchase decisions are made by someone in a completely different state of mind. Preference is just one layer. To get closer to the real decision, the one made under pressure, in a hurry, with incomplete information, you need to peel…
-
Same Needs, Different Behaviour
Read more: Same Needs, Different BehaviourDon’t listen to your customers. Watch them closely! Understanding what your customers do matters more than knowing what they want.
-
The Plan Is Not the Strategy
Read more: The Plan Is Not the StrategyA marketing plan and a marketing strategy are not the same thing. One is a calendar. The other is a choice. Most businesses only ever build one of them and spend the rest of the year wondering why all that activity isn’t moving the needle.
