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Andrew Penny

Market Strategy

The Three Most Important Things in Marketing

Andrew Penny, February 20 2024

Take the image above for example. It looks like a collection of hammers but, in fact, each hammer is different and has a unique purpose: hammers for masons, hammers for welders, hammers for carpenters, joiners, framers, prospectors, and so on. If you were in the ‘hammer’ business, I would challenge you to determine which of these segments you...

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Market Strategy

Cupid for Business

Andrew Penny, February 13 2024

Personalization and Matching.  Dating apps use algorithms to match potential partners based on interests, behaviours, likes and dislikes* (see the last newsletter for more of these dislikes).  B2B marketing can leverage market research to determine the same sorts of criteria and create the best possible match between buyer and seller....

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Leadership & Management

Dictum Meum Pactum

Andrew Penny, February 6 2024

The London Stock exchange, founded in 1571, has the motto “dictum meum pactum” on its coat of arms. It shows that members of the exchange are literally bound by what they say – without need of a written contract.  In more modern times we would say, ‘my word is as good as my

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Market Strategy

Opportunity Research vs Market Research

Andrew Penny, January 23 2024

Depending on who you ask, Market Research can mean focus groups, data analysis, demographic studies, customer surveys and any number of things. But no matter how it’s defined, it typically looks at a group of potential buyers and tries determine if they could be convinced to buy your product or

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Leadership & Management

Kick Start 2024: Wisdom from the St. James Computer Dating Society

Andrew Penny, January 9 2024

Way back in the swinging '60s, Jane Ball pioneered the first digital dating enterprise in London, England. Her secret sauce? Unconventionally successful. Instead of probing about desires, she asked what people decidedly ‘did not want’. It turns out that individuals had a foggy view of their wants, but a crystal-clear vision of what they did not...

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Leadership & Management

The watch word for 2024 is UNCERTAINTY

Andrew Penny, December 12 2023

In previous years words like volatility, instability, steady state were often used to describe the  business economy. But this year, the big thinkers are using the word uncertainty which is a polite way of saying they haven’t got a clue. Why is this? We have a rise in the number of powerful dictators, ungoverned by rule of law, which means things...

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Market Strategy

Kingsford’s Custom Market Research Service

Andrew Penny, December 5 2023

Are you: We have all heard the term Market Research and most often associate it with one of those bloated, generic reports that are tirelessly marketed on line. I will admit that even we succumb, occasionally, to their lure – only to be disappointed by the lack of applicability to the specific subject of interest. No matter what industry you...

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Leadership & Management

Navigating the AI Landscape: A Consultant's Perspective

Andrew Penny, November 28 2023

Unless you've been living under a rock, you've probably noticed that AI, Large Language Models, and ChatGPT are the talk of the town. I've been to a number of conventions, seminars, and conferences over the last month, and almost every session, every conversation, every panel includes some reference to

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Market Strategy

Let's Talk About Competition

Andrew Penny, November 21 2023

No matter who you are or what you are, you have competition. We compete for food, for water, for attention, for mates, for… well just about everything. Businesses are no different – we compete for employees, for customers, for supplies, for financing and so on. Given that competition is as old as the planet, there are accepted ways of competing....

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Market Strategy

Consider the Lobster

Andrew Penny, October 10 2023

Some companies soar to greatness while others plod along, slow and steady; steady that is until the world shifts and they become obsolete… Consider the lobster. The lobster has a tough exoskeleton that protects it from predators. It lets it live a relatively safe and steady life. However, that safety comes with a big downside - it can't grow. As...

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