When I was growing up, my mother tried selling various products from home to earn extra money to support our family. I remember cookware and cosmetics being demonstrated to small groups of her friends over cups of tea and homemade sponge cake in the living room. From day-to-day, Mum used the same old pans that…Read More
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…Read More
Eleven years ago, as I was pivoting my business, I began reading a new book. I was barely two paragraphs in when the following sentence stopped me in my tracks. ‘Either you’re going to tell stories that spread, or you will become irrelevant.’ Those words, written by my friend and colleague, Seth Godin, over a…Read More
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…Read More
The promise of the digital age was the ability to more cheaply and rapidly raise awareness of our value, our message, or our cause. Digital media levelled the playing field and gave all of us the chance to spread our ideas. In some cases, the desire to quickly spread ideas has led to the misbelief…Read More
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…Read More
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.
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.Read More
We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.Read More
Building a sustainable and fulfilling business isn’t just about finding enough customers—it’s about finding enough of the right customers. Company-customer fit is unerrtated.Read More