Brand choice is about prediction. Will the brand deliver on its promise? While a brand could deliver many things, rarely is anything certain. This lack of certainty is the choice risk. This uncertainty is a driver of many of their emotions during and after making...
Becoming a customer-centric business seems simple enough in principle: Keep your customers at the centre of your business decision-making. What that means in practice is something else. Among the many reasons businesses fail to become customer-centric is that their...
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? A simple Behavioural Economics framework may have the answer. In...
Who is your market? The answer to this apparently simple question (or answering the better question of ‘who are your markets?’) has major implications for business strategy and your business model. Even the simplest of products have multiple types of stakeholders that...
A friend of many years helps you to re-turf and landscape the backyard over the long weekend. As a sign of your appreciation, you decide to give them $100 for the effort. After all, he spent his time and incurred costs to help you. Smart move? Surely your friend...
