“Let’s not mince words here: most business writing is tedious, pompous and bereft of the tiniest sliver of personality. For the business owner who’s willing to do something different, though, it represents a major – and inexpensive – competitive advantage.”
Mish Slade, copywriter
If the customer doesn’t see his ‘job to be done’ in your product, it’s game over
Clayton Christensen – named by The Economist as ‘the most influential management thinker of his time’
The principal mark of genius is not perfection but originality – the opening of new frontiers.
Arthur Koestler, CBE – author and journalist
Consistency ensures that the competitive advantage of activities accumulate and do not erode or cancel themselves out. It makes strategy easier to communicate and improves implementation through single-mindedness.
Michael Porter, management guru
“A proposition is the answer to the question ‘give me one good reason why I should buy your product’ … A good proposition has three factors: 1) relevance to your target audience; 2) it’s got to be distinctive from what the competition are saying; and 3) it’s got to be demonstrably true. It’s about understanding your customer, your competitor and your product.”
Simon Hayhurst, Coleman Parkes B2B Research
People make the mistake of thinking that the people on the stage are defining something. But what happens if no-one turns up?
Noel Gallagher – singer, songwriter & guitarist – Oasis