What Makes a Value Proposition Valuable?
Back to all insights A business can develop a product that solves a genuine customer problem, articulate its benefits and build a convincing value proposition. But none of this, on its own, establishes that there is a viable business to build. Are enough customers willing to pay for the solution? Will they choose it over […]
Understanding Customers Beyond What They Tell You
Back to all insights There is a point in almost every piece of customer research where someone says something that sounds very useful. Customers tell us what matters to them. They explain what they like and dislike, what they currently do and what they would change. Sometimes they even tell us what they would be […]
The Adoption Gap: Why Customers Don’t Change
Back to all insights We hear a version of the same story from B2B businesses all the time. A prospect is interested. They recognise the problem, like the solution and want another conversation. So there is a follow-up call, then another. Perhaps a proposal is shared, questions are answered and other people become involved. And […]
Which comes first, marketing or innovation?
Back to all insights Let’s talk about….. innovation and marketing We’ve lost count of the number of founders we’ve met who are absolutely convinced their innovation is needed. And the vast majority of them are right. They’ve experienced the problem first-hand. They’ve spotted an inefficiency, identified an unmet need or found a better way of […]
Let’s talk about marketing
Back to all insights For a profession built on influencing perception, marketing has done a remarkably poor job of managing its own. Ask most SME owners what marketing means and you’ll hear broadly the same answers. Social media, websites, lead generation, advertising, content creation, PR and email campaigns. None of those answers are wrong, but […]