Many companies prominently display their Mission and Vision statements on marketing communications including their websites. That’s understandable — you’ve invested time crafting them, they reflect your culture, and they help align your team. If the primary purpose of your marketing is internal – think employee motivation – that’s okay. But if the primary purpose of…
For decades, leaders have relied on SWOT analysis as a staple of strategic planning. It’s familiar, it’s simple, and it feels productive. But here’s the problem: if your strategy begins and ends with a SWOT analysis, you’re relying on a tool that can be dangerously misleading. Many companies proudly list their “Strengths” on the boardroom…
Opinions can be risky business, especially when they challenge a company’s belief system. A while ago, I wrote a blog about the perceived value of Net Promoter Score (NPS) [Net Promoter Score – Valuable or Not So Much? – Smart Advantage In a recent conversation with a CEO who was very proud of their high…
We often think of competitive advantages in terms of markets, products, or performance. But there’s another, often-ignored differentiator that quietly speaks volumes: executive etiquette. How leaders “show up” – in meetings, at events, or even in a quick email – can build trust and respect….or chip away at them one small oversight at a time….
Let’s be honest. Most of us shop with our eyes locked on price tags. But here’s the truth bomb – price isn’t the same thing as value (if it were, gas station sushi would be a best-seller). Take clothing. The rise of fast fashion has convinced big brands that “cheap and cheerful” is all people…
With AI reshaping industries and tariffs disrupting supply chains, mid-market companies can’t afford vague strategies or blind spots. Now more than ever, you need proof – not platitudes – to win and keep customers. Michael Porter’s competitive strategy model—cost, differentiation, or focus—has long shaped strategic thinking. But for small-to-mid-market companies without strategy teams or MBA…
Too often companies are excited to talk about their “story”; where they are from and/or where they are headed. These stories may be interesting, even fun, but do not top the charts of what the customer counts on to make a buying decision. I recently dined at a popular restaurant and came away wide eyed! …
Many companies jump into branding, storytelling, or content marketing – without first knowing what truly matters to their customers. It’s like writing a speech before understanding your audience. The result? Messaging that sounds good internally but misses the mark externally. Here’s the issue:Most strategies are built on assumptions. In 2+ decades of conducting double-blind customer…
“We have lots of data.” Nearly every organization asserts this. The good news is those that analyze their data often find great marketing stories. Sometimes analysis uncovers landmines of poor performance in key customer values. Almost every organization tracks some level of KPIs (Key Performance Indicators). These tend to be data points that reflect income,…
A common theme among business owners is that they dislike their own website. They know it needs attention. Often, they don’t even know what is says. Websites have changed since the early days of website design, from online versions of brochures and company catalogs to adding more catchy graphics. But there’s one thing that gnaws…
