Fear of Loss

Fear of Loss – Understand your customer’s pain points

  The CEO of a large international corporation was asked, “How do you select your professional advisors: lawyers, bankers, auditors etc? Is it their track record, industry expertise, technical know-how, product innovation?” The response was telling.  “I take all that as a given. In a world where products and analyses are commoditised, I look for […]

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The Pros and Cons of B2B Marketing Outsourcing

As a CEO or business owner, you have some tough decisions to make about your marketing and sales operations.  Traditionally, this has involved hiring one or more marketing personnel, and paying them a salary (sometimes with a bonus) as your in-house marketing department. I worked in this model for two decades, earlier as a marketing […]

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