The likelihood is that, if you only measure how often you call on a prospective customer, you’ll be interested in how often you see that person. Similarly, if you only measure your feedback after the event, it’s probable that your focus will only be on the event feedback. And finally, if you decide to track […]

Delight, trust and personal connection don’t come from ‘getting it cheaper there’. Assuming you’re offering an equivalent scope of product or service, positioning yourself as the cheapest in the market is rarely a viable approach in the long-run, and it’s unlikely it will remain an equivalent scope of product or service for long. And so […]

There’s a minimum level of activity required to achieve a desired output. If you only make one call a day, then the maximum return you’ll ever make is based on that one call. Conversely, if you make ten calls a day, then the maximum return you’ll achieve is ten times the former. Or is it? […]