UPDATED: As of 21 July 2022
Finding a product, a service, or a niche that delivers results largely depends on understanding exactly what your customer needs. And in a time when the competition is manic and ruthless, it is all the more essential to deliver a high-quality product and service that gets the right traction.
UPDATED: As of 23 February 2023
Are you even really running a business if you don’t know what it’s like to fight for recognition in today’s market? Getting attention is one thing. Being unforgettable is another.
Pay attention to the first brand in your head in a particular situation. Chances are, it’s one with higher brand salience than the rest of its competitors. The good news is you can have that for your brand, too.
A quick ChatGPT conversation will say brand salience is about awareness, consistency, repetition, relevance, differentiation, emotional connection, and user experience. If you’re a challenger business, AI will mainly tell you that you just have to strive for awareness and consistency. But what does that even mean? And how can you begin to incorporate those elements into your long-term and short-term goals?
It’s no lie — AI does have a pretty good grasp on ‘what’ you need to be more brand salient. But if you’re looking to get your hands dirty with the ‘hows’ and more importantly, get results, you’ve come to the right place.
UPDATED: As of 25th January 2023
Ever been to a board meeting that left you feeling unproductive and confused?
In an increasingly data-led world and with the rise of artificial intelligence, businesses are able to track more than ever before. But it’s easy to get caught up in tracking and forget to drive results altogether.
As a board member, it’s critical that you’re able to look beyond the documentation and into the priceless insight that lies between the lines. Question is, how?
It’s easy to think that marketing and sales are completely different functions of a business. But both share a common denominator of engaging customers and integrating the value you offer into their lives.
That said, every business needs customers. Not just any customer, though — but ones you can serve and who can get behind your product or service offering. When done right, sales-informed marketing can be a catalyst in delivering more qualified customers and optimising a customer journey that makes them stay and buy more. But with the nuances of sales and marketing, how do you know which aspects are relevant to the other? This is where the Funnel Metrics tool comes in.
Insight: When marketing and sales come together, they deliver the right customers suitable for businesses to thrive.
Data: Organisations with a service level agreement (SLA) between marketing and sales are three times as likely to be effective. (Hubspot)
Key Action Point: Utilise the Funnel Metrics to master the key pieces of information needed to align marketing with sales efforts and deliver more qualified customers.
WATCH: Let Step Change CEO Ashton Bishop walk you through the Funnel Metrics tool.
UPDATED: As of 3 November 2022
Let’s face it— we’re in a marketing battleground. Your business is only one of the hundreds or even thousands competing for your customer’s attention. If your goal is to win the war for attention, you need to differentiate yourself in a way that actually matters to your customers.
While this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.
Massive change and disruption have transformed the way we work and live. The old ways are no longer working and innovative and more creative solutions are called for by the day.
Welcome to a new episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?
Welcome to a new episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?
Welcome to this special episode of the Insight Hunters with Dr Norman and Detective Flash! So let’s start asking better questions to get better insights.
Welcome to another episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?
Welcome back to Insight Hunters with Dr Norman and Detective Flash! It’s time to ask better questions to get better insights.
Welcome to the first episode of Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to unlock better insights?
Have you ever tried to change someone’s mind? Have you ever found someone trying to change your mind? And how did these experiences go? Like it or not, many of life’s interactions are but replays of these two scenarios — only with different choices and characters.
Sure, influence and persuasion are must-haves in every leader’s toolbox. But have you ever looked beyond your agenda and asked yourself — wait, how do minds change? And how does this shape the world that we live in today?
That’s exactly what journalist and self-proclaimed psychology nerd David McRaney did in his book “How Minds Change: The Surprising Science of Belief, Opinion, and Persuasion”.
When it comes to success, there's already so much content based on opinion. But what if there was a proven path to success based on science and research? Join us as we dive deep into Complexica CEO Matthew Michalewicz’s fact-based formula for success in his book, Life in Half a Second.
The world has embraced the truth about how finite our natural resources are. In the real-estate world, professionals from architects to engineers to property managers know that there’s a huge opportunity for businesses to address this concern.
UPDATED: As of 2 June 2022
When creating your value proposition, one thing you should never forget is that people make emotional decisions and then rational justifications. They are not buying the product or service. They are buying the benefits or outcomes they receive.
A truly great value proposition focuses on this by including these 3 things to get maximum value:
Strategy is often hard to define, which makes it all the more difficult to distinguish what actually constitutes a good strategy.
Discover the 12 famous archetypes and how they can make your brand top-of-mind for your consumers.
UPDATED: As of 4 May 2022
Unless you’ve been running your business under a rock, you would know that businesses today are operating in a VUCA environment. In this context, it’s the quick-thinking, action-oriented, and strategic organisations that win. Those that produce strategic documents and leave them in a bottom drawer — well, they come second or simply fail to finish.
Companies do not come to faster decisions by osmosis — it is always the result of a better decision-making framework.In agile organisations, the ability to make nimble decisions lead to 2.5x the growth, twice the profit, and a 30% higher ROI on investments.
How can you unlock your ability to make better, smarter decisions?
Learn about the scenario planning mistakes and how you can prevent them from misfiring your strategy so you can navigate complexity efficiently.
The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?
Learn about the scenario planning mistakes and how you can prevent them from misfiring your strategy so you can navigate complexity efficiently.
The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?
The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?
UPDATE: In a special event, Dr Chris Shambrook of PlanetK2 delivers a masterclass on performance– drawing inspiration from the perspective of Leader, Manager, Mentor and Coach, or what is collectively known as the Four Executive Modes.
In this interview, the master-coach, author and speaker walks the Step Change community through how business leaders can drive more value into their interactions by moving between these modes. He also talks about the lead indicators of performance, what performance looks like regardless of the mode, and emphasises the appropriate human connection and social support required from industry leaders.
Watch the full video here.
In these times of great change and uncertainty, it is very important that we adapt and utilise the opportunities and resources at our disposal the best we can. This is especially true for industry leaders because every decision has the potential to make or break your organisation.
To begin, you will need to fully define your role as an executive within your organisation by understanding the 4 Executive Modes namely– Leader, Manager, Mentor and Coach.
Clearly defining these modes will allow you to understand and seamlessly move between these roles, propelling your organisation to even greater heights.
The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?
