Insight, or plain waffle

Latest Ponderings

Craig chewing the marketing cud.

Evolution & Ecosystem

We all need each other (like-minded people anyway) for business to work and can not survive in isolation in any direction. Even Billion-pound football clubs.

Natural Selection

Moaning at the high street’s demise while signing for your latest Amazon delivery seems to be missing the point. Small local businesses can react.

Unlimited Choice

Choice is good right? What about when it becomes unlimited? Whether it’s thousands of family photos, or buying a paella dish.

The Gaps Are Important

As soon as a message leaves your pen, it’s not yours anymore. Did you leave enough for the reader to fill in the gaps?

The Art Of Challenging Yourself

When is the last time you deconstructed your marketing proposition; tried something, just to see what would happen?​

We’re Not In It Together

Making connections is hard when you try to appeal to everyone. Everyone is expensive. Not everyone aligns. Focus.

Content Silence Is King*

Next time you’re poised to post, blog or share; stop. Stop and think about the purpose. Why are you publishing it?

Authenticity Starts At Home

Authenticity is not a marketing ‘thing’: It’s a values thing. It comes down to understanding possibility AND reality, coupled with your ability to deliver consistently.

There’s Nothing Cool About Being Cool

As it’s becoming harder to develop penetrative messaging, many marketers are opting for a snapshot programme. But is it worth it?

Marketing Discipline

Like most business processes, marketing needs discipline: Discipline of brand, discipline of data, discipline of messaging. Not to forget… timing.

Lucky Marketing & Sales

Luck plays a massive part in marketing and sales. That said, you have to be in a position to make that luck happen. Serendipity.

How To Win Friends & Influence People

Just read this book again. Classic! And, as marketing is all about people here’s my take on the significance of working hard to win friends.

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