Author: James Atkins

I am often asked to assist organisations develop their business strategy. When I question their approach to market or their competitive advantage these things are sometimes seen as separate, as if their marketing strategy is something the marketing team focuses on and is an outcome of developing a business strategy. Successful businesses, in my view, […]

One of the most critical issues for businesses is being clear about their sustainable competitive advantage (SCA). Or put another way, being able to answer the question: “Why would someone buy from you and not the person down the road?” There are a number of ways to attack this critical challenge but once you’re pretty […]

Many companies go on and on about getting close to their customers. They think that by repeating such a mantra they will better understand their needs. However, when you start to experience the offering you wonder who in fact they were getting close to – themselves? The main reason I believe that many get it […]