Measure Twice, Cut Once
At first glance, quilting and marketing might seem to exist on entirely different planets. But whether you are sitting behind a sewing machine or a marketing dashboard, the foundation for success is surprisingly similar. In this post, I share the personal story behind my Tanzanian quilts and explore 9 unexpected parallels between crafting a quilt and building a successful marketing campaign—from respecting the pattern (strategy) to knowing when to use your seam ripper (pivoting). Read more to see why "measure twice, cut once" applies just as much to your next big launch.
The ROAD Framework: A Marketing System
The ROAD Framework connects marketing research, strategy, system development and execution. It helps companies diagnose whether they are unknown, not distinct or not selected, then build an intentional marketing system designed to help them get found, understood and chosen.
Before You Rebrand, Fix Your Position
For many SMBs, a rebrand will not fix the real problem. Brand helps people remember and trust you, but position helps them understand why they should choose you. Start with position, then build the brand around it.
Measuring Marketing Performance Without Drowning in Data
More data does not lead to better marketing decisions. Clarity comes from focusing on a small set of metrics that connect marketing activity to revenue, conversion quality, and real engagement. Marketing performance is a frequent topic. Most discussions are about dashboards, reports, weekly numbers, and monthly reviews.
The Value of Sliding Doors
Sliding doors don’t demand effort. Great marketing works the same way. The best systems don’t require prospects to figure things out. They remove friction. They anticipate needs. They open at exactly the right moment.
What Is Your Punch Line?
Most businesses overload on “setup” (features, tools, credentials) but forget the punch line: the real value they deliver. Inspired by Michael Jr.’s TED Talk, this post explores why great marketing starts with giving, not getting.
Intentional Marketing: A Summary of 12 Steps
Below are summary of the 12 steps that Joanne and I are including in our book. The title of the book at this point is, “Intentional Marketing: The Power of Measurement and Alignment”.
Intentional Marketing: From Measurement to Alignment
This is a copy of the presentation that recently I gave to marketing students in Professor Makgosa’s class at the University of Botswana. about Intentional Marketing - from Measurement to Alignment.
Workshop: The Intentional Marketing System - Fundamentals and Hands-On Application
This workshop is all about optimizing marketing investments and campaigns to get the biggest bang for your dollar. We cover measuring performance, analyzing results, and developing intentional actions.
Testing an Idea: Intentional Marketing
Introducing "Measure Twice, Cut Once: A Guide to Intentional Marketing" and the innovative Intentional Marketing System. Say goodbye to traditional funnels; we're embracing a "levelling-up" approach to engage customers at different stages. Thoughts?