A rounded and experienced Competitiveness Strategist who thrives on seeking improved revenue performance. He works with you to create enhanced competitiveness for your proposition and organisation, revealing your best, current U.S.P, (unique selling point) and a better one that can be quickly and easily applied.
Author of the new books 'The Marketing Manifesto' and 'Competitive SME', published 2013 through Kogan Page (http://tiny.cc/koganpageDH)
Areas of Expertise
Marketing Mix Integration and Synergy, Marketing Strategy, Competitive Strategy, Competitiveness and productivity, Problem Solving and Decision Making, Profit
An idea worth spreading
Marketing? It is supposed to be all about 'matching customer needs with our products and services'. We still do not have a needs definition process!
Helping the Marketer get the offer RIGHT, FIRST TIME.
I'm passionate about
Competitiveness (collaborative, and with the customer); Marketing (sustainable and systemic, and keeping it human). Its all about people - commerce, society, service to each other.
Talk to me about
'Corporate conversations' - ideas about getting down to the real needs and problems for the customer.
My TED story
Coming from 'the sciences' I felt that commerce - marketing in particular - was not very robust. Quite the opposite; there is little true alignment between customer need and the organisations that purport to meet them. I am on a quest to see if we can actually resolve that old chestnut - how to better uncover true needs, and in improving our understanding of need and evolving our ability to engage with the market in a systemic way, get the product/service proposition right first time. To cut out the bull, removing the taint that marketing is simply 'putting lipstick on the pig' and elevate it to what it should be: a systemic process that helps our fellow humans live the best and most fulfilling lives possible.