BackTHE BOARD OF KODAK GOT IT WRONG WHAT MAKES YOU SO SURE YOU WILL NOT. In this sixth of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of research and analysis So many business people I know think they know what the market is thinking – and in ...
ONLY FOOLS RELY ON COMMON SENSE
REJECT COMMON SENSE AND EMBRACE SCIENCE AND REASON In this fourth of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the perils of common sense upon which too many ‘experts’ rely far too heavily. I would argue as strongly as I can that science will always triumph over common sense. ...
FAILING TO FOCUS IS STUPIDITY
THE MORE FOCUSED YOU ARE THE MORE EFFECTIVE MANAGEMENT WILL BE In this third of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of focus. Managing consumer behaviour efficiently requires a: A precise definition of whose behaviour is to be managed. The focusing of resources on that person ...
SACK YOUR AGENCY
MARKETING IS ABOUT PEOPLE NOT ADVERTISEMENTS In this second of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of recognising that marketing is a social science the principle focus of which is managing the behaviour of your target market. What is more, I would argue as strongly as ...
IS BILL GATES HAPPY?
THE NEED TO CONTRIBUTE IS A MAJOR DRIVER OF CONSUMER BEHAVIOUR. I have not met him, but I am told that Bill Gates is very happy. He seems happy and he says he is happy, so I will assume that he is happy. Contrary to what some might think however, I understand that the source of this ...
