Break invisible rules – the easiest way to stand out
Nobody likes to think of themselves as a follower. A sheep. As someone who slavishly adheres to the rules and behaviours set by everyone else. A herd animal, mindlessly marching in step with the crowd, never thinking for themselves. But the truth is, we all are. Even the most outrageous rebel will, on 99 metrics […]
Effort is the enemy – why hard work is overrated
Success and effort, we’re assured, are inextricably linked. There is no success without effort, and (short of some cruel misfortune) there is no effort without success. You want something? Then put your back into it. Starting a business? Be prepared to work 20 hour days. This narrative – that sweat is the currency that buys […]
The Way – an introduction to systemic strategy
Strategy is a word a lot of people have problems with due to its muddled usage over the years, particularly in business, however in essence its meaning is very simple: The path by which something will succeed. That something could be a company, a book, a play, an idea, a relationship, a government policy; any […]
What nature teaches us about strategy
Many of us are fond of using natural allegories in business. Most of these (such as “viral” or “organic” growth) are so embedded in the vernacular that their natural origins have been forgotten — however, there is one analogy which still draws on the natural world in a very conscious way: Darwinism. Darwinian language — […]
TEDx talk: Love your competitors – how great businesses do strategy
There is a surprising driving force behind great business ideas, and successful business strategies: Refusing to compete. This is the theme of this TEDx talk I completed earlier in the year with TEDx Folkestone: Love your competitors: how great businesses do strategy. Typically we’re told that competition is an integral part of business, and therefore […]
The upgrade paradox – why great products are bad for business
A few weeks ago Apple were hit by a 10% slump in their quarterly profits, thanks largely to a decline in sales for the new iPhone. Not ideal, certainly, but not wholly unanticipated either. Far from being an aberrant result, this blow is just the latest sign of a wider phenomenon that is progressively hitting […]
The data delusion
We’ve now had about a decade of the “big data” craze. Data, we have learned, is the answer. It’s the ultimate competitive advantage. It doesn’t lie. The business of the future will be “data driven”. Businesses are obsessed with collecting our data, believing that if they get enough of it, the solution will surely present […]
The one click rule
A common failing of young brands is trying to be too good. Too healthy, too high performance, too ethical, too whatever. Now this might add up to an objectively splendid product, but splendid products aren’t necessarily what sell. The market doesn’t value “the best”. It values “easy to buy”. It values “familiar”. Push too far […]
The art of changing nothing
The most difficult (and often effective) strategy for any company to master is this: changing nothing. We all suffer from an almost irresistible urge to tinker. To be active. To keep things fresh and interesting. Not to stand still. We’re told constantly that innovation is the lifeblood of a business. So its understandable that, if […]
How not to sell to retailers
This piece first appeared with Young Foodies, a community for the UK’s up-and-coming food and drink brands. Generally speaking, there are two ways for a young CPG brand to impress a retailer. Numbers Argument The numbers game is simple. If you’ve got fantastic figures from elsewhere you can flash them in front of a buyer, […]