My Philosophy

I see marketing as a strategic process.  It's not a job you can perform by completing an off-the-shelf 100 point checklist. It’s a discovery process where you seek to uncover insights into your market.  You then take action to implement ideas you think will create the biggest impact and measure the results to get feedback.  You then adjust and go again. This takes a passion and dedication to your craft with a long term view on servicing your customers and honing your product. I also believe that successful marketing is the result of committing to a number of ideals outlined below;

Understand what drives people

A good marketer seeks to understand how we think as individuals, and how we behave in social settings. Gaining insights to why we do what we do is not only about uncovering unmet needs in our target market, but understanding what drives us to act (and buy). And ultimately determines how we create the right experiences around our brands.

Create a meaningful difference

Great products fulfil a need no-one else has a solution for. But we must also ask the question, do our products matter? And is the need we’re serving important enough to compel our clients to action? It’s not just about being different, but creating something that makes a meaningful difference.

Position for leadership

If you can’t be number 1, don't enter a market. Look for the opportunities to be first to market for something. The 2nd and 3rd comers to the markets do ok, but not nearly as well as the those who defined theand come first to mind when anyone thinks of that . This needn’t be a global domination thing, but can be achieved at the niche level as well. Don’t be a me-too.

Be bold, be original

Don’t be afraid to stand out. You won’t get noticed if you do exactly the same thing as your competitors. To create something truly original takes confidence because being different will attracts attention and/or skepticism from the mainstream. Be bold an lead the market, don't follow..

Focus on the breakthrough ideas

It's easy to get bogged down with creating schmick logos, brochures, websites, and annual reports that might look good but otherwise don’t generate real sales. Don't get busy doing stuff unless it’s going to give you the high returns your business needs. Whenever we take action, we firstly need to identify the one thing you can do to create the biggest impact.

Stay on-purpose

In today's noisy environment, it's easy to get distracted with what your competitors are doing, or what the press are saying your clients should be doing. Let the rest get sucked into the me-too dog fight whilst you stay focussed on your vision, remain confidant about your capabilities, and carve out your dominant niche.