There is a question that keeps coming up in growing companies: We need to hire someone for marketing, but what kind of profile? A generalist who does a bit of everything? Or a specialist focused on a specific area? At first glance, it looks like a simple resource allocation decision. In practice, it can compromise […]
There is a sentence I hear often from founders and business owners across industries, right at the start of a conversation about strategy: “Our product is for everyone.” It is said with pride, and it is easy to see why. If everyone is a potential customer, the market feels infinite and growth becomes a matter […]
Imagine the scenario: sales drop or stagnate for the second consecutive month. Alarms go off. Something needs to be done, fast.
Many entrepreneurs started their companies in the proverbial parents’ garage. With no money and no resources, they built a business.c They often relied, successfully, on their intuition when making decisions.
For years, the dominant narrative in business was that the GDPR (General Data Protection Regulation) was a hurdle. Compliance was seen as an operational cost, a necessary bureaucracy that stifled marketing creativity and effectiveness, reducing lead volume.
There is a dangerous illusion haunting most growing companies: the belief that the solution to stagnant sales is to make more noise.
Why do some companies charge double for the same product or service and have a waiting list, while others offer aggressive discounts, burn margins, and barely survive?
The answer rarely lies in the ad algorithm or the intrinsic quality of the product; it almost always lies in positioning. When a brand fails to clearly articulate the unique value it delivers, the customer is forced to use the most primary differentiation criterion available: price. But your product or service is, most likely, not a commodity.
You know those meetings with your marketing team that are filled with metrics and terms like CPC, CTR, and Impressions? Where, inevitably, you walk out with more questions than answers, unsure whether the money you invested actually generated meaningful results for your business? You probably do. But it doesn’t have to be this way.