I once worked with a startup in the financial services industry. The foyer of their office building was all polished floorboards, high white walls and minimal seating. Inspirational magazines were strategically arranged on low tables, next to the espresso machine. The walls were completely bare apart from a big decal that declared how many customers…

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Julie has been running her local florist business for five years. She’s built up a reputation with the people in her suburb, who regularly pop in when they’re walking past to buy flowers and plants that brighten their homes and their lives. While new single bunch, online flower delivery services blossomed, Julie made the decision…

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A walk down my local café strip shows just how resourceful we can be when we’re in a tough spot. Because of world events and government guidelines around group gatherings, restaurants and cafes can no longer welcome diners into their premises. But they are quickly adapting. Every café has come up with a solution. Many…

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The ‘For Lease’ sign attached to the first-floor window of the shopfront is one of half a dozen along Gertrude Street. And the sales copy on each of them does nothing to differentiate one premises from the other. The signs give us dimensions, details about the facilities and ‘good natural light’. They don’t for a…

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The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning. ‘Would you like a glazed doughnut for just $2 to go…

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An ideal audience isn’t just one that’s available—it’s one that’s receptive.
When we say something is just as important as how we say it.

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I remember landing my first ‘real’ job like it was yesterday. One of the big British supermarket chains was opening a huge store not far from where I lived in Dublin. It was good news for the hundreds of people who would be employed there—more jobs, more choice for consumers—a win-win. At fifteen, I thought…

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When we begin to think in terms of nurturing (protecting something while it grows), we are compelled to be more intentional about how we grow—and focusing on how makes all the difference.

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We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.

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