The Step Change Blog

The latest thinking on business, strategy, marketing and sales

Subscribe Now

Jeff Cooper

Jeff Cooper is Step Change’s Founding Partner. Jeff learnt his most valuable lessons in strategic thinking by spending his own money. His entrepreneurial pursuits began back in 2004 when he started his first business, designing exhibition spaces and running events, eventually giving birth to an interactive event concept later adopted by the likes of Big Day Out and other major festival organisers. A decade later, in 2014–2015, startups Jeff was involved in raised over $1m in investment, and Step Change — which he co-founded — became a multimillion-dollar strategy consultancy, serving clients across five continents. He’s a true generalist, with ownership and Board interests in businesses from retail solar to beauty and beyond, at life stages from startup to over $150m revenue annually.
Find me on:

Recent Posts

April 23, 2019

Integrated Campaigns Deliver 1.5x more Value

Business Strategy, Marketing Strategy, The Big 6 Challenges

Whether it’s launching a new product line or executing a new strategy to increase brand awareness or implementing your internal comms strategy, there is one thing we know that’s certain: collaboration and integration across multiple teams are keys to get the job done and get results. But this is not always easy.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
September 25, 2018

Predatory Marketing: How to Increase Your ROI without Spending Another Cent [with Examples]

Predatory Marketing, Marketing Strategy

Predatory marketing is what the big and memorable brands and fast-growing startups use to differentiate themselves and cut through the marketing noise. It’s all about striking at the weakness that arises from your competitor’s greatest strength.

Read More
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.

Read More
August 9, 2018

Is Your Value Proposition Supercharged with Customer Insights and Predatory Thinking™?

Predatory Marketing, Customer Journey, Step Change, Branding, Customer Centricity

Your business is only one of hundreds or thousands competing for your customer’s attention. It’s a marketing battleground. And if your goal is to win the war, you need to differentiate yourself in a way that actually matters to your customers.

Whilst this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.

Read More
June 4, 2018

3 Strategic Ways to Win in Financial Services

Business Strategy, Finance

In today’s crowded marketplace, the need to stand out from the competition is crucial. But more importantly, in order to win, Financial Services companies need to look into existing challenges that may be stopping them from achieving true differentiation in their industry.

Read More
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.

Read More
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...

Read More
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.

Read More
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.

Read More
November 7, 2017

10 Disruptive Trends You Need to Know to Inform Your Value Proposition

Business Strategy

Trends are emerging on our horizon, and they’re impacting businesses. In fact, some of them could be under your radar — and you just didn’t know it.

Technological advancements and societal shifts are influencing people’s buying behaviours, and ignoring this fact only means you’re giving your competitor the upper hand.

Read More
July 25, 2017

Invisible Marketing in Financial Services: Finding the Hidden Triggers that Make Us Buy

Finance, Marketing Strategy, Invisible Marketing

Invisible Marketing is the messaging customers don’t see. And this is the key to a step change for the Financial Services industry.

At Step Change, we deliver it through a workshop on behavioural economics, and it’s one of our most intellectual perspectives on marketing. Our clients usually ask us, “How do I apply invisible marketing to our brand, products, and our marketing?” Well, if you have a product that isn’t tangible, or if you need to elevate your brand to number one, this is a critical thought process for you.

Read More
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.

Read More
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.

Read More
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.

Read More
March 8, 2017

4 Strategic Actions to Avoid Decision Biases

Power of Model Thinking, Marketing Strategy

As key decision makers in your business, you are expected to make rational, sound decisions every day. However, that is not always the case. You encounter several blind spots, or decision biases, that hinder you from making optimum decisions.

Read More