#Fieldcraft
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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.
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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…
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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.
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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.
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Leading by Example, By Accident
Read more: Leading by Example, By AccidentThis is a short confession about how “leading by example” actually looks: telling your kid to put the phone down while you’re refreshing yours, answering emails at 23:07 while insisting nobody has to, and then pretending culture comes from values instead of habits.
