Articles

Marketing Planning: Can the SWOT Analysis be Saved?
As more ‘business-oriented’ curricula are pushed farther and farther down the educational ladder, it is not uncommon for grade schoolers to tackle a SWOT analysis as part of a new business start-up project. Should we be impressed or concerned? In my experience, grade...

Playing to Win: How Marketing Strategy Really Works
One of our approaches to Marketing workshops is to ‘seed’ key themes and concepts in advance. For an upcoming Marketing Plan in Action (MPIA) 5-day workshop for a European-based healthcare client, we have chosen Playing to Win (Harvard Business Review Press, 2013) by...

To Plan or Not to Plan: It’s the Journey, not the Destination
The debate over the ‘ideal’ marketing plan rages on and there is some discussion that any plan in today’s fast-changing environment is of little value anyway. This is not a new idea. Dwight D. Eisenhower, Supreme Allied Commander during WWII famously said, “Plans are...

STP: Powering Marketing Success
NASCAR followers will likely recognize the famous red oval logo of STP, originally an acronym for “scientifically treated petroleum”. As a gasoline additive, STP is designed to prolong engine life and improve performance. Could “STP” also be a proven boost to...

Top 10 Tips for International Trainers
Based on my 20 years' experience on the 'receiving' (client) side and 15+ years on the 'giving' (trainer/teacher) side, here are my thoughts on what it takes to be an effective international trainer: Ten Tips for International Trainers Start well in advance. This is...
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