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.
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 another episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?
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.
Strategy is often hard to define, which makes it all the more difficult to distinguish what actually constitutes a good strategy.
UPDATED: As of 4 May 2022
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.
UPDATED: In this exclusive interview, foundational expert and pioneering authority in the field of influence and persuasion Dr Robert Cialdini sits down with Step Change to dive into his book “Influence: The Psychology of Persuasion” — the bestselling and groundbreaking guide to getting that 'yes!'.
From the sustained interest in the Influence factors, and the addition of the Unity principle, to the implications of machine learning and AI in persuasion and more — learn exclusive and fresh insights from Dr Robert Cialdini himself by watching the full interview below:
Wondering how to leverage your influence at a time of great change? Get Dr Robert Cialdini’s latest book “Influence, New and Expanded: The Psychology of Persuasion” — featuring new research, new insights, new examples, and online applications.
Never miss an update and be the first to get influence and persuasion insights by connecting with Dr Robert Cialdini via influenceatwork.com.
Swaying someone to your point of view takes skill. The same can be said when it comes to selling a product — making the power of persuasion a potent tool that should be honed to a fine point.
In this week’s Knowledge Nuggets, let us take a look at the widely adopted classic Influence: The Psychology of Persuasion.
With over 5 million copies sold worldwide, Dr. Robert B. Cialdini explains the psychology of why people say ‘yes’, the principles behind the power of persuasion, and how to apply these principles ethically — not only in marketing strategy but in everyday situations.
According to Zappos CEO Tony Hsieh, the key to running a successful business is happiness. By developing happiness habits, embracing a happy work-life, and prioritising your customer's happiness, Tony believes businesses can succeed. For this week’s Knowledge Nuggets, let’s explore the book Delivering Happiness and learn to live lives full of purpose, passion, and profits.
Before attempting any significant endeavour, you should always have a strategy. Having developed one you should always ensure that is achievable. There has been a myriad of companies that have implemented strategies that have turned out to be less than successful. The fact is that many companies are unaware that they are implementing bad strategies.
Have you ever wondered how your mind works? Have you ever desired to improve your judgement and decision making skills? In this week’s Knowledge Nugget, let’s delve into Thinking Fast and Slow by Daniel Kahneman.
The author Daniel Kahneman is a renowned psychologist and Nobel Prize Winner. And in his seminal work, Thinking Fast and Slow, he analyses the two modes of thought and how they affect our judgement and decision making.
UPDATED as of 28 August 2020
Plans and strategies may change. Behaviours, however, not so much. At least, not as quickly. It is important to understand that good execution is not only a condition of knowledge and skill, but it is also a condition of the will.
How do you, as an organisation, move forward as a team when goals are already challenging enough on your own? The key lies in two words— first principles.
In this special interview, the 4 Disciplines of Execution co-author Sean Covey expertly delivers insights and anecdotes on:
Too often history shows that a good strategy fails to deliver a productive outcome in terms of the bottomline. Strategy and execution are in a word— inseparable. They are the two sides of the same coin. In order to successfully execute on your goals, you need focus.
One thing you already know about acting on a great idea is the fact that chaos will be involved. It is very easy to lose focus when you have to wade through a quagmire of priorities and goals daily. As teams lose focus, they eventually lose power, which is why you need a game plan.
In this week's Knowledge Nuggets, let us take a look at the 4 Disciplines of Execution by authors Chris McChesney, Sean Covey and Jim Huling, who address the issue of what constitutes the disciplines of excellence in execution of strategy.
When it comes to running a business, it is important that you stand above the competition. And in the dog-eat-dog business world it is no longer enough to just offer great products. It is also necessary to take your customer’s comfort into account.
What’s the use of having the best tech and services if your customers can’t get a hold of your product in the most efficient way possible? Or if they do get the product, it becomes a struggle to have it repaired or returned. This is where Experience Disruptors come in.
UPDATED: Change continues to unravel itself daily. Whether it’s premeditated like a goal you’ve been meaning to achieve or something that’s caught you by surprise such as a pandemic– the truth that change will always be with us still remains.
The choice between simply managing change and leading change, however, makes all the difference.
In a special interview, Scrum Co-author J.J. Sutherland talks about:
In this week’s Knowledge Nugget, let us take a closer look at Scrum by Jeff and JJ Sutherland.
Understanding different aspects of human behaviour is crucial to every strategy. In this week’s Knowledge Nugget, we’ll take a closer look at Switch by Chip Heath & Dan Heath.
How are today's technologies and current trends shaping and changing the world we live in, and how is it impacting today's businesses?
In this week’s Knowledge Nuggets, we’re covering The Fourth Industrial Revolution by Klaus Schwab, chairman of the World Economic Forum.
UPDATED: In this Special Interview, Step Change CEO Ashton Bishop picks the brain of Futurist and best-selling author of Exponential Organizations and Exponential Transformation – required reading at the world's top organizations – Salim Ismail.
Hear them discuss:
Watch the entire interview below:
Neither size nor depth, nor scale can guarantee the continuity of businesses for tomorrow. We therefore ask the question, what can organisations do to be more future-ready? In this week’s Knowledge Nuggets, a special guest will help you better understand the premise in the book Exponential Organizations by Salim Ismail.
UPDATED as of 10 July 2020
In a special interview with Step Change, Dual Transformation co-author Mark W. Johnson shares valuable insight for businesses looking to reposition themselves in this new normal while creating the future ahead of them.
The business model innovation and new growth strategy expert also discusses:
Watch the video now.
Disruption is imminent, and organisations must find a way to be more resilient as they step forward into growth and implement their transformation efforts.
Step Change works with some of Australia’s largest and fastest-growing businesses to effectively communicate business strategy and market insights from the bottom up.
![Top 10 Articles C-Suites Read in the Step Change Blog [2019 Edition]](https://blog.hellostepchange.com/hubfs/step-change-top-10-articles-2019.001.jpeg "Top 10 Articles C-Suites Read in the Step Change Blog [2019 Edition]")
The new year is here! And as we venture forward with fresh business insights and useful strategy, here are the top 10 articles most popular with C-suites in 2019 that you may have missed.
Many companies today are opting for procurement to manage their marketing spend. But marketers and agencies have always been at odds when it comes to procurement. Understanding the role that procurement plays and how it impacts marketing is crucial to not only save on costs but to pave the way for better alignment in achieving the brand’s vision.
