Marketing is the backbone of business strategy

Marketing is the backbone of business strategy

Business strategy defines a company’s overall vision, objectives, and competitive advantage. It also answers big questions. Questions such as: Why does our business exist? Where are we going? What value do we provide a customer better than others? How do we create and...
Survive and Thrive

Survive and Thrive

‘Inflation,’ I’m sick of hearing the word! However, as people tighten their belts, many small businesses are finding it tough. How do you weather the storm and thrive? Inflation,’ I’m sick of hearing the word! However, as people tighten their belts, many small...
Customer needs first

Customer needs first

Qantas is to pay a $100M fine, plus $20M to customers to settle a ‘ghost’ flights case. Qantas ‘admitted misleading consumers’ by advertising seats on tens of thousands of non-existent or cancelled flights. The airline maintains the cancellations were due to...
The Iron Triangle

The Iron Triangle

Yes, it’s possible to have a business delivering fast, affordable, and good products and services. Challenges arise, however, due to the trade-offs involved, commonly referred to as the “Iron Triangle”. This concept suggests that improving one aspect may compromise...