Twenty lessons from 2020 – Part Four: Society

Following the first three parts of my 20 Lessons from 2020 - on marketing, business and the economy – part four is a slightly longer read, and looks at lessons 15 through 20, what we can learn from society.  The next and final part will summarise what we can all learn from 2020 and where we might go from here. 15. Zoom kept us together I couldn’t write a Top 20 without reference to Zoom. It’s been so prevalent, I [...]

Diversity + Inclusivity = Profit

Ah, the season of mists and mellow fruitfulness.  Unbelievably, it’s autumn already.  Always a funny time of year – the leaves may be going brown and the nights drawing in, but it’s also a time of new starts – back to school with a shiny new pencil case and a renewed enthusiasm. For much of this year, I’ve been recharging my mental batteries by taking some time out from the hurly burly of [...]

A Valuable Lesson in Customer Insight

I was recently reminded of the importance of one of the most basic rules of marketing – never try to second-guess your customers. One of my current clients is developing a holiday centre in the UK countryside and I’m helping them with the branding, marketing and launch strategy. I started with all the usual things; spoke to key managers, visited the site, understood their business plans, did the desk research etc.  Next on the list [...]

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