Heart, Mind, and Spirit

Heart – The emotions people feel about what happens to them, those they care for, and the world around them. Mind – A person’s capacity for self- and world-awareness, evaluation, reasoning, and rational thought. Spirit – Concern for the welfare and...

Five A’s Framework

To be able to analyse and then influence what happens to consumers as they transition from brand and solution ignorance to hopefully rabid fans, it helps to be able to have a model or framework of the transitional journey. One such framework is the Five A’s Framework,...

Touchpoint

A touch-point is defined as every interaction that consumers have with a brand on their journey from brand and solution ignorance through to (hopefully) rabid fan. The 5 A’s Framework is a model of the consumer journey, where consumers travel a path that consists of...

Values, Vision, Purpose, Strategy, and Mission

As with any field of human endeavour, the business field has its share of business terms and jargon. What I find frustrating is the imprecise and inconsistent usage. Terms in common use are aim, goal, mission, purpose, strategy, values, and vision. Following my don’t...

Lean Thinking

The core idea behind Lean principles is to “maximize customer value while minimizing waste. Simply, lean means creating more value for customers with fewer resources.” (https://www.lean.org/WhatsLean/) Lean is more than a collection of tools, it is a way of thinking...

Positioning and Repositioning

Positioning is how you differentiate yourself in the mind of your prospect. It’s also a body of work on how the mind works in the process of communication. Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition....