Manifesto

Without a view of what’s right, how will you know it when you see it?

I hold the following truths self-evident:

• Marketing is about changing behaviour whether this is the behaviour of customers, employees, influencers or even competitors
• No one should ever fight on a level playing field – marketing must stack the odds in your favour, confound the efforts of competitors and create irrational loyalty among customers
• Doing the same old, same old will result in the same old, same old – as Einstein said, we will not solve problems using the same thinking that created them
• It’s vital to look outside the marketing bubble, to use the best thinking and approaches no matter where they come from
• Thinking is open source – it should be collaborative, open to influence both between you and I and between you and your customers and stakeholders
• The one constant today is change – all strategies must be adaptable, able to change at a moment’s notice
• Anything is possible – it’s just a matter of working out how and doing it before the competition

Agree? Disagree? Get in touch.