Red Queen Hypothesis: Playing to Win in the Brand Evolutionary Arms Race

Ever wondered what your business strategy and the study of parasites 
have in common? How about the predator-prey relationship and your communication strategy? I’m guessing not. Even briefly thinking about these relationships that play out in our backyard, and within us, gives us a deeper understanding of competition and how we can play to win in our […]

Building a Customer Centric Business by the Mapping Customer Journey

Creating a customer centric business it not just about creating products and services that satisfy; it is also about creating an experience that drives business outcomes. A win-win situation for you and your customers. An approach that has helped many businesses to create a customer centric business is customer engagement mapping.
Customer journey mapping links the […]

Using the Customer Lifecycle to Drive Service Improvement

With each encounter a customer’s experience with your business changes and so does their expectations, the products they use, and which service delivery channels they rely on. Similarly, as a customer – business or consumer – moves through their lifecycle with your business the relevant management decisions reflecting business growth change. Broad based research or measurements […]

Escaping the Red Ocean

Two ice cream sellers arrive at Red Ocean Beach. Looking along the beach the strategic question is ‘where to sell?’ If one of the sellers, Phule Phat Phlavor, hat asked you for advice, where would suggest they set-up? Would you recommend them set-up at the opposite side of the beach to maximize the distance between themselves […]

Using the EAST Framework to Improve Uptake and Compliance

You have the product that you know customers will want, the price 
is right, you have distribution, and the advertising achieved that all important top quartile result. So where are all the sales? Likewise, your charity is just and your name is known but people are not making donations.
Public policy in recent years has gotten the […]

Setting Sail On A Blue Ocean Strategy

But how do you replicate what these organisations did for your brand or business? While the book has been around for a number of years, Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne from INSEAD provides a useful framework for creating transformations. The underlying premise of the framework is that when creating strategies […]

Karen Does Kano (analysis)

Watching her Wednesday night drama on TV with a glass of red in one hand, Karen noticed a new TVC for a bank she had seen recently in an emag that morning. And it got her thinking. The interest rate for the account was competitive; the better the interest rate the more interested she was. […]


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