Is what other shoppers say & do more important than what you say & do? We all like to think of ourselves as individuals. That we make our own decisions – weighing up the pro’s and con’s of something and deciding what the best course of action is. However, the reality is a lot different. […]
Is the big idea, closer and smaller, than you think? Last week we talked about ‘small details’. How small things can have a disproportionate impact on what people think about a product or experience. And which often allow you to charge more for it. We think something similar applies to innovation. Yes, there are breakthrough […]
What are the small details for your product? In many things in life it is the small details that count. The signs that something is good or that people care. Take the free ice creams on Virgin flights. Nobody is going to say ‘let’s fly Virgin because they bring round free ice cream’, but the […]
Are you the default choice for enough shoppers? How many of the decisions you make each day are active, conscious decisions? Probably not as many as you think. Most of the choices we make are automatic, a result of habit. Just think about your weekday morning routine – you know what you are going to […]
Giving shoppers a reason to behave in the way you want them to. If you were about to use the photocopier and someone came up to you and said ‘Excuse me I have 5 pages. May I use the copier?’ What would you do? Carry on or let them go first? What if they said […]
Changing the promotional game? Over the last year we have talked a lot about promotions and the way they work, or don’t work, in driving the right kind of shopper behaviour. So, it is interesting to see Waitrose announce they are planning a new promotional approach, which MD Mark Price predicts will ‘revolutionise’ promotions around […]
Are you consistently doing what works? Last week we talked about the Law of Subtraction – how subtracting things, and doing less, is often more effective than adding things, and doing more. When you do less, it allows you to focus on the important things, the things that really matter and work. A lot of […]
Should you be doing less? Which is better – more or less? In most areas of life we’ve been conditioned to associate more with better. The more we have, the better things are. But is this really true? If you take wealth, lots of studies say that once you hit a certain level of income, […]
Are you asking the right questions? We live in a world where answers are freely available. Pretty much anything we want to know about is available to us within a few seconds. On one hand, all this information at our fingertips is brilliant – a wonder of the internet age. On the other hand, it […]
Have you codified the rules for winning? How does a McDonald’s cheeseburger taste exactly the same in whichever store, or whichever country, you have it? Is it left to thousands of McDonald’s staff to make what they think is a good cheeseburger and hope it ends up OK? Of course not. McDonald’s are crystal clear […]