Steve Cook

Stop guilding turds

Stop guilding turds

When things are no longer fit for purpose, we change them. Right?Except when it seems too difficult. Wrong. This article was originally written a few years ago under the title ‘The Psychology of Buyers’. We are posting it again as, sadly, it still seems to be relevant today as witnessed by the still running debate

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Be The Customer

Be The Customer

All the latest talk about customer-centricity and emotional marketing, as the dual, en vogue, focal points for B2B marketers these days, is, in essence, right. But, I have a fear. It is that by relegating these two historic and mandatory fundamentals of marketing best practice and intuition, to process or function, they will become selective

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