Break into a new market

How to break into a new market

You don’t break into a new market easily – let’s admit that. It takes a tremendous amount of energy to establish yourself. This energy can be measured both in terms of money, personnel, and time. But how do you achieve the maximum impact given a certain amount of energy? The answer is, you focus the…

brand story

How to create a unique brand story?

How do you create a unique brand story if you sell something almost exactly like the competition? I was watching two videos on YouTube the other day about how traditional Spanish ham is made, essentially a version of the Italian delicacy, parma ham. The first video shows a herd of round pigs grazing on acorns…

motivate price increase

How to motivate your next price increase

It can be difficult to motivate a price increase on your product, but maybe you are thinking about it all wrong. I was watching an interview some time ago with an executive at a large overseas freight rail company when he was asked by the interviewer about his plans to raise prices in a deflated…

Sales vs. Marketing

The difference between sales and marketing

The difference between sales and marketing is a question that concerns many entrepreneurs. There is often a perception among business owners that “marketing” doesn’t work, and is too expensive, and that they should rather focus on “selling”. The result is that marketing activities are neglected in favour of a direct selling approach. But are business…