It’s called the celery test, and it was described (memorably, if poorly) by Simon Sinek.
The analogy is this ; you go to a dinner party and someone says to you, “You know what you need in your business? Oreo cookies. If you’re not implementing Oreo cookies in your business, I’m telling you, you’re leaving money on the table. The next person you meet tells you: “Rice milk.… Read more
Today is my session at SMUs Future Ready Forum where I talk about how to integrated the new digital environment into your strategy. I set out the case last week.
for the last three years, I’ve been helping companies think through and communicate strategy and it still amazes me that many companies have no clear idea WHY they should succeed. They have strategies, sure, and capabilities, and know where they are competing, but have no heart to their businesses, no reason WHY.… Read more
I’m currently researching the impact of digital technology on the relationships of businesses with brands- this is for SMU’s future ready forum. In particular I’ll bring together digital disruption and strategic thinking.
One of the key challenges i see affecting business facing an untelenting digital onslaught is the simple pressure from inside and out to ACT; pressure to do things, something, anything, to become more digital.… Read more
I’ve been reminded recently that the use of jargon or management-speak is alive and well.
In a recent conversation with a potential user of my services, it was casually mentioned that people were “leaning in” more than they anticipated and so help was needed. I had no idea what this person had just said “leaning in”… people inclined? What does it mean. … Read more
I’ll continue thinking about brands, businesses and growth, by now considering measurement.
We know that to successfully grow brands you need to win the battle for mental availability in your consumers mind by creating a compelling expectation and the battle for physical availability on retail shelves y delivering a distinctive experience.
So how can we measure mental availability, the quality and quantity of the consumers expectation?… Read more