Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next company.

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‘That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says. As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package. She doesn’t announce…

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We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.
True loyalty is earned, not rewarded.

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As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.

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We build more resilient families, companies and communities when we know who we are. We get stronger together when we prioritise finding, owning and sharing our stories.

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