Most organisations have a mission. They may also have a vision, and set of values. Most organisations also fall into the trap of overcomplicating the simple. Confusion over terminology doesn’t really help the situation. So what is the difference between a mission and...
Demystifying strategy
Strategic planning lessons from The A-Team
Strategic planning is full of jargon – mission, vision, values, must-win battles, broad action plans, specific action plans. Let’s take away the jargon and get down to basics, with a little help from the 1980s. What can the A-Team teach us about strategic planning? I...
Who is your target customer why do you care
A common misconception is that successful companies market to everyone. Marketing is sometime lauded as ‘one-to-many’, while sales is ‘one-one’. There are plenty of blogs at the moment that debate ‘to target, or not to target.’ My view is simple: great marketing...
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