Insights.

Your competitors aren’t your competitors

Standout happens fastest when you focus on your audience over your competition. Being defined by your peers limits your ambitions and results in ‘me too’ genericism. I went to a great...

Becoming a better leader

Accelerating growth by creating a bespoke customer experience is as much about mindsets and behaviours as strategy, so I interviewed Executive Change Mentor Sally Henderson to explore where growth...

Birth of a salesman: making selling feel natural

If selling doesn’t come naturally, then traditional sales training won’t help - instead a different mindset and approach is needed. I recently advised a newly acquired innovation...

It’s Brand Experience – but not as we know it

It’s great that Brand Experience budgets are rising. But with ad agency tanks on your lawn, it’s time to raise your game and avoid the fate of previous ‘hot’ disciplines. Whether...

Better selling when it’s not your day job

Whether it’s you, your consultants or an account handler who does the selling, owning a sales target when it’s not your core competence can be risky. Of the various challenges my clients...

Why it’s time to pay more for your agencies

Marketers have long needed to do more for less but there’s a commercial and moral case for investing more in agencies and improving wellbeing in the industry. (This article first appeared in...

Don’t get distracted by Sorrell’s ‘No Creative’ trolling

Getting dragged into media-fuelled playground arguments about whose discipline is better is getting agencies nowhere. We just need to focus on solving clients’ problems. Did you see Jeff...

How to avoid a half-baked value proposition

Why a lack of perspective can hamper CEOs and Founders when they’re making the most business-critical decision of all. One year, when I was young, my Mum - a baker’s daughter - began baking me...

A CEO’s view on developing your agency proposition

Naturally, I’d argue that agencies are doomed - doomed, I tell you - if they try to refine their proposition without me. But sadly this isn’t true, as this interview with Friday CEO - and...

The Pitch Process: Evolution or Reinvention?

Should agency pitching change? Of course it should. Some observations from an unusually broad industry panel.    In June 2018, business development agency Upfront invited me to chair...

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