My first ever podcast

I was delighted to be invited to join B2B Marketing Magazine’s first ever podcast, to talk about the importance of creativity. For posterity, here’s the link… (I’m the middle speaker!)…

A core argument for listening to customers

“The role of a sales person as a provider of information – as a walking, talking brochure – is obsolete. Your true competitive advantage is to be a collector of information. The only way to succeed is to know your buyer better. Not just what is posted on their company website or LinkedIn page, but their hopes, their vision, their fears. The things they reveal only to people they trust. And the only way to get that deep knowledge is by asking the right questions in the right way.”

Paul Cherry, sales effectiveness lecturer

In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer’s mind.

Tom Peters, management guru

The 4 brand lessons I learned from 19 topless northern men

There has been a lot of rhetoric recently about how branding has changed in the modern era. For example, there is a mantra about the importance of our brand’s purpose to customers. And then there is the notion that customers ‘engage’ with our brands. A short while ago, I put those modern brand theories to the test, with the help of 19 topless northern men. They cleared things up for me quite nicely… The 4 brand lessons I learned from 19 topless northern men