The importance of focus

The most important marketing lesson I’ve learnt in the last year? The importance of “focus” – absolute, total focus. Interestingly it is not about focusing on what you sell, because you should sell whatever makes money. But rather focusing on what you say you sell, in short, your marketing message. Your business, no matter how…

Your logo is not your brand

If you’ve been running a business for a while, your business has a brand reputation. Your business is a brand, whether you know it or not. People associate your business with something, either positive or negative and have a view of what they think of it. This perception of your business in the minds of…

importance of micro sized business

The importance of micro sized businesses

The importance of micro sized business. I had a meeting with Mr Giovanni Roncucci, Chairman of  Roncucci & Partners , an Italian business development consultancy, last week. He told me how the Italian economy is built on micro sized businesses. That’s right, he used the word “micro”; not small; not medium. Micro. The best part…

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…

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…

Is your business customer-oriented

How to become customer oriented in your business? You can summarize most business strategy advice, most business development guidelines; entrepreneurship tips and marketing and sales recommendations in this one sentence: get closer to your customer. By focusing your business outwards, towards the customer, instead of inwards, towards your operations, a small miracle happens: you start…

Do you even need to do marketing?

Do you need to do marketing in your business? Or only sales? Doing marketing activity can feel like such a waste of time. It takes a long time to show results – if it even shows results. Actually, it feels like a gamble, and as a business owner you do not have money to gamble.…