The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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Jeff Cooper

Jeff Cooper is Step Change’s Founding Partner. He learned his most valuable lessons in strategic thinking by investing his own money. Since 2014, Jeff has been empowering businesses on their journey towards customer-centricity and has a particular passion for bringing the customer into the boardroom and blending that with his commercial nous. Currently, Jeff works with a number of major financial, aged care, and professional services institutions. He holds a handful of advisory positions to the Boards of organisations looking to continue their journey towards customer-centricity.
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Recent Posts

March 26, 2019

Targeting Strategy: Using Predatory Targeting to Drive Business Results

B2B Sales

There are many ways and combinations for targeting strategies. In this video, our Founding Partner talks about the most powerful one — a framework for thinking like a predator.

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March 16, 2019

Financial Services Royal Commission: High-Level Key Insights around Culture

Finance, Culture & Leadership

Poor culture leads to poor conduct. Following the release of the Commissioner’s final report, it’s clear that businesses need to get their culture and governance right.

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November 1, 2018

The Major Fintech Trends in Australia in 2018 and Beyond

Finance, Fintech

The time for fintechs is here. In the past few years, we’ve seen how fintechs have grown into an industry that has transformed how we look at financial services today.

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October 4, 2018

Key Insights from Roy Morgan’s State of the Nation Finance Report

Business Strategy, Finance

We’ve just come out of Roy Morgan’s State of the Nation, focusing on consumer financial behaviour in Australia, and we wanted to bash out our very own ‘quick and dirty’ update on the key insights as we saw them.

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August 31, 2018

Why Your Sales Team Need Marketing Automation and Content Marketing to Close More Deals

B2B Sales, Digital, Content Marketing

It’s time your marketing and sales teams work side by side. The best way to do that? Marketing automation and content marketing.

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April 19, 2018

Supercharge Your Customer Planning to Transform Your Marketing


Every year, businesses spend thousands of dollars on campaigns that would just fail. Why? Because they missed to focus on one vital thing: relevance.

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March 13, 2018

When Is It Right to Use Public Relations to Build Your Brand?

Marketing Strategy

Public relations is a very important tool when you want to build brand awareness and be recognised as an expert. But is it right for your business now?

In 2017, a mattress war exploded when local mattress seller Koala threw massive shade at high-end bedding giant De Rucci. If you’ve been travelling from Sydney to Melbourne, you may have seen these somewhere near the airports...

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March 1, 2018

Using digital marketing to acquire Government contracts.


Let me start by thanking all our clients who have given us the chance to prove this and believed in us. You know who you are.

Many still believe that some of today’s modern marketing techniques, particularly in digital, just won’t work when communicating with government departments.

To this, we say: Rubbish!

Digital marketing knows no bounds. And when we talk about modern marketing techniques that can be used in government, these can refer to content marketing, performance media, social media marketing, and marketing automation, amongst others.

Here’s why we think digital has a place in government.

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November 23, 2017

Negotiation Styles: How Would You Negotiate with Bruce Lee?

B2B Sales

Negotiation is part and parcel of life and particularly in business. No matter which stage you are at in any business deal, you are bound to meet different stakeholders who will challenge your negotiation skills.

It’s not a one-size-fits-all approach. To be effective, you need to think about how best to approach your business deals.

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July 20, 2017

The 4Cs of Qualifying Upfront

B2B Sales, Scale

Your success in sales depends on how effective your qualification process is. Your ability to find a prospect that is a good fit for your business can make or break your business. It’s crucial to nail this because once the prospect becomes a delighted customer, it doesn’t just mean profit — it could also mean a possibility of a repeat sale, more referrals, or the chance to upsell or cross-sell.

In two minutes, I will walk you through an easy-to-remember framework to qualify the sale upfront.

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July 12, 2017

When Is It Right to Speed Up the Sale?

B2B Sales, 2 Minutes On

Having a no-brainer business case doesnt always happen, and getting one that’s 10 out of 10 in every area is like Nirvana — it’s a beautiful time for the client and for us.

In less than two minutes, I share the criteria for when it’s absolutely right to speed up the sale and what this means for your clients and for your business development team.

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May 23, 2017

The Big 6: The Growth System for Leaders of Challenger Businesses

Step Change, Marketing Strategy, The Big 6 Challenges

Too many professional services and consultancies have become hyperspecialised to the point where too many missed the end business result they are driving. At Step Change, we’re here to inspire step changes in your business and your people, and that means looking at your business more holistically than a typical service line specialty would allow.

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