Dave KirbyAug 16, 20235 minPricing – the hardest (proven) value creation lever?Have you been frustrated by conversions about pricing you’ve had as part of a Management team, or as an investor? Throughout my time as...
Dave KirbyJul 14, 20236 minA customer research checklist – how to get it right first timeI’ve run more than fifty primary customer research exercises and have probably made every mistake there is to make. This is one of those...
Dave KirbyJul 7, 20236 minDefining an Ideal Customer Profile by understanding customer problemsAn Ideal Customer Profile (ICP) is a description of the customers that you would most like to acquire for your business. In other words....
Dave KirbyJun 19, 20234 minThe flaw of averages and its role in measuring marketing ROII’ve recently revisited Sam Savage’s "The Flaw of Averages: Why We Underestimate Risk in the Face of Uncertainty", a book he published in...
Dave KirbyJun 14, 20235 minOne question to ask your marketing leader – where would you spend your next £1?Of course, this could be £100, £10,000 or £1 million depending on the size of your marketing budget today - but this one question has...