Jan 29, 2021
As most people out there, I’ve made a fair few mistakes in my life. Both in personal and business circles. One of the things I find refreshing about the startup space is that mistakes are accepted as part of the startup journey. The high degree of uncertainty...
Jan 22, 2021
Classic Marketing Funnel theory tells us that you should market differently to people in your funnel: Top of the Funnel 👉 run brand awareness messages.​Middle of the Funnel 👉 align prospects’ needs to the product.​Bottom of the Funnel 👉 encourage prospects to...
Jan 15, 2021
When marketers think about customer acquisition they often first think about advertising channels. In startups, these tend to be Google or Facebook Ads. Then they might think about Organic Search traffic and SEO, Partnerships, Sales or PR. But hardly do they ever...
Jan 8, 2021
This week we’ll have a look at one of my favourite companies: UK based bookseller Waterstones. More specifically we’ll see how their CEO faced off stiff competition from Amazon. How they identified a gap in the market and repositioned the business to compete. By...
