How to take Marketing seriously when building a business

It is interesting that entrepreneurs can be both very busy, stressed and hardworking on the one hand, and on the other be relaxed in how they manage customer relationships. They are essentially operationally driven, but customer casual. They don’t know what their customers think. They don’t know where else their customers shop. They don’t know…

How should you categorise your customers?

  I wonder how I should refer to my clients. Maybe you can help? I don’t work with corporates, mainly because they have their own marketing departments, fully staffed with everything from a marketing assistant to a Chief Marketing Officer. They are also way too bureaucratic for how I work: fast! But what does one…

Choose your customer carefully.

  What makes a seesaw so amazing for a child is that whatever someone does on the other side has a direct, positive impact on them. Off course, this all works in the physical world of the park playground, but what about the adult world and the playground of business? What about the intangible world…

Is your business an oasis in the desert?

Imagine this for a moment: a race through the Sahara desert. A hundred participants running 100km across the desert sand in summer, in daytime. It’s a crazy thing to do. One by one the runners are regretting entering. They are going to die out there! The rules of the race requires everybody to bring their…