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The definition, scope, and size of a market can only be based upon current buyer understanding on what that market represents. If customers don’t understand what your product is, and how it compared to other products, the truth is that you’re in a new market. Read More

To provide a unified customer experience means a new way of doing business. one where the entire organization delivers a seamless, personalized and relevant customer experience, no matter where the interaction takes place. Read More

Instead of continually dividing a business into niche areas of specialization, there’s an argument for the return of what we could call the “informed generalist”. Read More

Today your products or services, no matter how great they may be, are seen as commodities. How much your brand is liked is the new barometer of how much advocacy it will generate. Read More

“Good Enough” is no longer good enough. Today’s business marketing successes are where someone refused to accept the status quo, and instead set out to change a fundamental rule of that industry. Read More

There's a strong chance that you're targeting an audience who uses a mobile device that’s different from the one you personally own. You owe it to them to (at least) be familiar with that device. Read More

Today’s marketers can’t just rely on Big Data for their decisions, any more than they can rely purely on guy feeling. Today, it’s about combining the two. Read More

Accepting that your business value offering doesn’t check the boxes for everyone isn’t a reflection on your product, or service, or company. Not everyone who’s your target customer will buy from you. And that’s absolutely fine. Read More

You can’t market successfully to your audience until you understand the choices that they are making, and can see the alternatives from their eyes. The more you try to unearth your “stealth competitors”, the better you marketing will be. Read More

The problem with basing a business on building widgets faster and more cheaply is the assumption that the demand for those widgets will never wane. But that day will surely come. Read More