IDEA 12 IDEA An ever-increasing number of books are being written offering business the ‘good oil’ in terms of improving their business. Seth Godin alone has written 18 such books. At the same time, an ever-increasing number of gurus are dreaming up secret formulas, hitting the speaking circuit, and posting clips on YouTube – aimed […]

IDEA 12 IDEA An ever-increasing number of books are being written offering business the ‘good oil’ in terms of improving their business. Seth Godin alone has written 18 such books. At the same time, an ever-increasing number of gurus are dreaming up secret formulas, hitting the speaking circuit, and posting clips on YouTube – aimed at helping us to maximise performance. Simon Sinek is a case in point. Then there are the bloggers, posting articles with increasingly intriguing headlines designed to provide pearls of wisdom that have henceforth eluded you. D. John Carlson is a case in point. Very often, gurus offer silver bullets that will supposedly make all the difference, enabling you to transform your business into a giant, and yourself into the next Jeff Bezos. It occurs to me, however, that the fundamentals of business, and more specifically marketing, have changed little over recent years, and in 2019…