Archive for the ‘Positioning’ Category

EP41: Positioning v proposition | Robin Bonn | Co:definery

June 30th, 2020

There aren’t enough podcasting hours to do justice to the agency positioning and proposition debate. We’ve explored this before in episode 13 with David C. Baker and then again in episode 36 with master of the agency messaging, Roland Gurney. 

But with entire industry sectors in crisis and an uncertain economy ahead it has never been more important for agencies to clearly define and signpost their expertise.  So buckle up, we’re going in again!

In this episode we talk to Robin Bonn from Co:definery to get the lowdown on why positioning is dead but proposition is king and the perils of a pivot. Listen in to find out how to win a copy of Robin’s recommended read: Good Strategy, Bad Strategy by Richard Rumelt

You can read Robin’s latest musings here and follow his Marketing Week column here.

EP37: New agency models | Emma Sexton | MYWW

February 3rd, 2020

There is no doubt there has never been a better time to rethink the way that agencies deliver their services to clients.

With endless technology options, flexible workspaces, and an increasing supply of freelance talent, the barrier to entry is lower than ever for budding agency founders.

So far so good. And yet I’ve met so many founders of small, start-up agencies who are reticent to show their size or ‘virtual’ status for fear of putting off potential clients.

For this episode, I met with the multi-tasking design thinker and doer Emma Sexton, CEO of MYWW™, creator of the Inside Out Awards and co-presenter of TalkRadio’s Badass Women’s Hour.

I wanted to find out how Emma has perfected her remote-first agency without compromising on ambition. Are clients willing to try something new? Or is there still safety in size?

Tune in to find out more and be in with the chance of winning a copy of Emma’s recommended read: The Courage To Be Disliked by Ichiro Kishimi and Fumitake Koga.

EP25: Agency Thought Leadership | Pip Stocks | Brandhook

February 15th, 2019

I’m calling this episode ‘thought leadership’ for the sake of brevity, and SEO but in reality this is about so much more.

 

Pip Stocks runs Brandhook, a Melbourne-based brand and customer experience consultancy.

 

Over the last four years Pip, and Brandhook, have owned the conversation around “Closing the Gap”, understanding how brands can get closer to their customers in an era of increasing digital disruption.

 

I’ve followed the progress of Closing the Gap, as a series of presentations, blog posts, editorials, a podcast, numerous speaking engagements and a book. It has been a masterclass in agency thought leadership campaigning I have referenced to my clients again and again.

 

Pip joins me to talk agency positioning, service innovation, thought leadership campaigning and dodgy nineties fashion.

 

You can see more about Brandhook and check out the new platform, Hearsay.

 

Kara Swisher’s podcast is Recode Decode

 

As always we’ve giving away a copy of Pip’s recommended read, Small Data by Martin Lindstrom. Listen in to find out how to win.

 

EP13: Agency positioning | David C Baker

February 13th, 2018

In previous episodes we’ve touched on the importance (or not) of agency positioning and over the last year it’s a subject that’s been popping up more frequently in my discussions with agencies.

So I was delighted to meet David C Baker at a Design Business Association event late last year. David is an author, speaker and leading thinker on agency positioning. Over the last 25 years he has advised hundreds of creative businesses across the world to help them make sense of what comes next.

I managed to persuade David to join me on Small Spark Theory to chat about his latest book, why positioning matters, and how to get started.

We’ve got a signed copy The Business of Expertise: How Entrepreneurial Experts Convert Insight into Impact & Wealth, to give away to a lucky listener, simply join in the conversation at @gunpowdertweets #smallsparktheory.

You can hear more from David at 2Bobs, his fortnightly podcast with Blair Enns and read more at www.ReCourses.com

Also recommended in this episode are:

The Daily Stoic by Ryan Holiday

Bird by Bird by Ann Lamott

A Beautiful Mind

To find out more about New Business Roundtables at YCN contact Nick Defty.