Decision-based evidence making is the practice of reaching a conclusion first, then selecting data to support it. It is the reverse of evidence-based decision making, and it is far more common in marketing than most practitioners would like to admit. The result is strategy that feels rigorous because it is wrapped in numbers, but is…
Competitive analysis in strategic planning is the process of systematically evaluating your competitors’ positioning, capabilities, and behaviour to inform your own strategic choices. Done well, it tells you where the market is contested, where it is open, and where your assumptions about the competitive landscape are wrong. Most marketing teams do a version of it….
Market mapping analysis is the process of plotting competitors, customer segments, or product positions against two or more strategic dimensions to reveal where the market is crowded, where it is underserved, and where your brand has a credible right to win. Done well, it turns a sprawling competitive landscape into a clear visual argument for…
Myopic loss aversion is the tendency for people to feel losses more acutely than equivalent gains, and to make decisions based on short-term pain rather than long-term benefit. It was formalised by behavioural economists Richard Thaler and Shlomo Benartzi, and it sits at the heart of why buyers hesitate, stall, or walk away from decisions…
An omnichannel strategy connects every customer touchpoint, online and offline, so that the experience feels continuous regardless of where or how someone engages with your brand. It is not about being present everywhere. It is about making each interaction feel like it belongs to the same conversation. The difference between a brand that gets this…
The worst rebrands in history share a common thread: they were driven by internal logic that had no connection to what customers actually valued. A new logo, a new name, a new visual identity, none of it matters if the brand equity being replaced was worth more than the one being built. The companies that…
B2B growth strategies are the structured approaches companies use to acquire new customers, expand existing accounts, and build sustainable revenue over time. The best ones are grounded in commercial reality: they connect marketing activity to pipeline, not just awareness, and they treat growth as a system rather than a series of campaigns. Most B2B companies…
Persuasive techniques are the specific mechanisms that shift how buyers think, feel, and decide. Not vague principles about “building trust” or “creating value,” but concrete tools that work because they align with how human cognition actually operates. Used well, they close the gap between a buyer who is interested and a buyer who acts. The…
Digital marketing for startups is not a scaled-down version of what large companies do. It is a fundamentally different discipline, built around speed of learning, capital efficiency, and the willingness to kill ideas before they drain the runway. The startups that get traction fastest are rarely the ones with the biggest budgets. They are the…
B2B marketing KPIs are the metrics your team uses to measure whether marketing is contributing to commercial outcomes, not just producing activity. The problem is that most B2B marketing dashboards are full of numbers that feel meaningful but tell you very little about whether the business is growing. Choosing the right KPIs is less about…
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