The Purpose of Marketing: Why It's Your Most Critical Investment
The purpose of marketing is to acquire customers profitably. Here's how to measure success →
What Marketing Is and How It Drives Business Results
The 5 pillars of marketing explained. How marketing drives results for small businesses →
AI and profitability: how to assess an investment
How should you assess AI ROI? Separate saved time, contribution from additional sales and total costs, and recognise when an investment is not worthwhile.
Data-Driven Decision Making: How to Avoid the Indecision Trap
What evidence does a business decision need? Assess the cost of delay, check assumptions and agree decision criteria without pretending uncertainty disappears.
AI in Business Strategy: 5 Ways to Leverage AI in Strategic Work
Five ways to use AI in strategic decision support: define the question, check the evidence, compare profitability and test the most important assumption.
AI in business: use cases and a limited trial
How can an SME use AI? Explore use cases, limited trials, total costs and situations where buying another tool is not the right first step.