How To Use Writing To Solve Problems
I have written before that if you want to have a successful newsletter, you’d better be happy with firing off 500 mails to absolutely nobody – because in order to get there, that’s exactly where you’ll have to start. Fortunately, things haven’t been quite that bad in my case; I’m a long way from 500 […]
The creative canvas – the key to building a charismatic business
Sometimes people ask me the meaning of my company name, Basic Arts. It came from the original idea I had for the business, which in essence was to embed advertising-esque creativity and artistry into the very fabric of the company itself, rather than limiting it to external “media”. Basic = foundational, structural, the bones of […]
What does a strong value offering look like?
There are only two directions a business can take to build a strong value offering: 1 – Enhancing an existing value the market 2 – Bringing a new value to the market Generally speaking, 1 is weak and 2 is strong. As I’ve argued many times before, delivering a greater degree of something is far less […]
There are only two types of company – which is yours?
People love processes. So it’s a shame that strategy doesn’t really have one. As we’ve explored in some depth before, there is no set technique by which you can figure out your path to growth. There is no reliable model for creating uncontested market space. There is no algorithm or formula for discovering where your […]
Break point: an introduction to the strategic lifecycle
Most companies, yours included no doubt, make things up as they go along. In general, unpretty as it is, this is no bad thing. By behaving haphazardly and reactively you are also behaving experimentally: trying various things out, some of which will fit, and some of which won’t. If the ratio of hits to misses […]
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 […]
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 […]