Easy Content Marketing – start with customer questions.

We’ve worked with many companies over the past five years to implement effective content marketing strategies – the biggest barrier to implementing this powerful marketing strategy is often something like – oh yes, but I haven’t got time for creating all that content. The truth is you’re creating content in your business every day – every time you answer a customer’s question, respond to an email enquiry, put together a proposal or quote you are drawing on your knowledge of your industry and what works best for a customer in a specific situation.

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Owning your value – one client at a time.

iStock_000014189186SmallYou know the moment; you’ve been dreading it. The client or customer says “I really like your product / concept / program, but it’s more than I intended to spend”. What happens in that moment when you feel you’re heading into the unchartered waters of a negotiation that will see you reduce your price? For most people their sense of choice starts to reduce – I need the work, or the sale so I’ll have to put up with them paying less, even though it will mean a reduction in the margin I require to create a sustainable business.

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Choice & Commitment – The power within us all…

A businessman declares love for his job.

Two years ago a friend was tired of working in accounts. Carolyn loved training and running and she mentioned that there was an online personal training course she was interested in doing. But would she get any work? How would she fit it in with the family? Could she afford to pay for something with no guarantee of a return?

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Vegemite: a lesson in brand story chutzpah!

How’s this for a perfect example of a brand connecting with and celebrating a bigger story.

Down under, we celebrate Australia Day on January 26 with a national holiday. This year, I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. (For the uninitiated, Vegemite is an iconic Australian breakfast spread).

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Why are Australians spending in Zara and TopShop yet not with our local brands?

Online shopping is not the only reason our local brands are challenged.

Shopping in ZaraDecember 2011 was the opening of the first Topshop premises in Melbourne.  Hundreds of people waited in line, in the unpredictable Melbourne weather – some for over 17 hours, just to be first into the new Chapel Street store.  For their trouble the first 20 die-hard shoppers were awarded with a $100 voucher to be spent in Topshop.

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Surrendering to change

When I was working for a multinational automotive manufacturer in 1998 I attended a seminar where I heard one of my favourite quotes – the only certainty is the constant surrender to change…

For me, this was a profound shift from my tendency to view change as disruptive and getting in the way for things that needed to be done. This notion of surrendering to change was foreign – yet there was something appealing about it. At the time we were headed towards the uncertainty of Y2K where possibly our entire financial and technological platform would fall over. During the first decade of the twenty first century I had the sense that the speed of things shifting and changing was increasing. So it is interesting to see the number of books, programs and articles devoted to the increasing rapidity of change that have been published in the last few years – something is going on.

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A New Understanding of Courage

When I think of courage in the context of leadership, I’m aware of a shifting groundswell of an evolution in emerging leaders. A growing number of people waking up to a fresh understanding around what leadership is and what it requires of them. A realisation that leadership comes from a strong and powerfully intimate connection to within. Self-leadership which spans not only how a person shows up in a work environment but across their whole life because it is who they are being, not any longer a role they play.

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Getting personal – How knowing customers well makes your business viable…

So here is the thing – I buy 1 coffee every day, takeaway.  It’s my treat. I buy it from the same café everyday, even though there are 3 great cafes within arms reach of each other. I buy it there not only because I like their coffee but because I like the fact that they know me.  They know what I like. They make it when I walk in without asking, even when there is a queue.  If I walk in with a friend, they will make eye contact and ask if I am having my usual or am I staying today. They know my kids names. They give them a marshmallow.

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Being Language Aware

How ‘help’ and ‘need’ can become the four letter words of disempowerment

Working with many clients who are experts in leadership, change, organisational culture and transformation, I’ve noticed that often their positioning, on the web, in promotional pieces, in advertising and proposal writing includes the words HELP or NEED.

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