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Posts by Cyrus

Understanding your market

Understand your market or waste resource, it’s a simple choice. Being clear about who you are targeting saves time and money. There are two critical benefits to a deeper understanding of your target market (potential customers). Where is the opportunity? This might be measured in revenue, participant engagement or some other factor… depending on the…

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Accountants and Coke are the same.

Why real estate agents, accountants and Coca Cola are not that different… When choosing a product or service, a consumer (of that product or service) will base their purchase decision on one of two decisions. I prefer it. It is easy. Within each of these are a complex list of sub questions that our brain…

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Cheats guide to growth

A cheats guide to achieving growth. 1. Adopt a growth mindset. Growth takes effort… doing something different. If you aren’t prepared to do that, don’t even start. 2. Figure out where the easiest growth is. In very simplistic terms, growth comes from either new customers, or selling more to the customers you already have. Within…

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The fallacy of being first

The fallacy of being first. We have all heard it. “Nobody remembers who came second”. Ever heard of Elisha Gray? He filed a patent for the telephone on the same morning as Alexander Graham Bell, but Bell beat him by a few hours. Many people would know that Michael Phelps has won more Olympic medals…

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Marketing activity is a bit like…

Marketing activity is a bit like spearfishing. Doing nothing will achieve nothing… but activity creates a buzz. Spearfishing is not for the fainthearted. Holding your breath and diving down 10 meters to spear a fish that will fight you to its death, leeching blood that sometimes attracts sharks is not everyone’s idea of a good…

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Perfection is the enemy of action

Perfection is the enemy of action Why sometimes ‘good enough’ is better than ‘best’. Too often I come across business people who waste weeks or months trying to create a “perfect” marketing execution, while their terrible (or in some cases non-existent) executions remain in place. Now don’t get me wrong… there are times when you…

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