I know this is a big statement, and may run counter to intuition, but intuition is notoriously unreliable and many great minds including Kotler, Jobs, Dyson and Godin agree with me! When people ask me, as they often do, how they can save money on marketing the top 5 factors I note are: 1. Understand […]

I know this is a big statement, and may run counter to intuition, but intuition is notoriously unreliable and many great minds including Kotler, Jobs, Dyson and Godin agree with me! When people ask me, as they often do, how they can save money on marketing the top 5 factors I note are: 1. Understand your market and their behavioural triggers 2. Differentiate your product or service as tangibly as possible 3. Focus your resources as much as possible 4. Only work with consultants that don’t charge commissions 5. Don’t go chasing markets The first and last of these points are particularly relevant to this discussion. Clearly, if you have an established product or service, you would be negligent if not stupid not to look for markets for that product or service. But is you are considering developing a new product or service you might be considered equally negligent and stupid…