Get to Know Your Customers Better
If you have a business, then you are working in a category and industry. But are you sure you’ve identified the category correctly? I am amazed how many brands think they are competing in the wrong category. So how do you check? Well, start by reviewing everything you...
Attract Your Target To Buy or Switch From The Competition
How do you attract your target customers? As you know, attracting new customers is a costly process. It’s a well known fact that it costs far more to attract a new customer than to keep a current one. And yet many (most?) organisations spend more on the first than on...