The Fourth Gimbal

Alignment of values will nudge the buying decision

It is worth a couple of minutes of your time to listen to Umair Haque on the influence which ‘values’ may be having on capital investment and resource allocation decisions  – or, put another way, how the criteria which influence resource investment decision-making may be changing. Think of these as the criteria which support the business [...]

Business personality and the messaging triangle

If you actively manage the three sides of your organisation’s messaging triangle by consciously developing the relationship between Portrayal, Perception and Expectation, you are more likely to nudge the market in your direction. However, get it wrong and the consequences of message dislocation can be costly and very long-term.
Examples of message dislocation abound: -

The big [...]

Employee engagement will make the difference

According to the Chartered Institute of Personnel & Development’s recent Employee Outlook report, employee engagement is at an all-time low, in spite of the economy looking as though it may finally be emerging from recession.
Even though the UK’s Office for National Statistics has estimated 1.1% growth in GDP for the second quarter, employee engagement was [...]

Autonomy just one aspect of business personality

If you can afford to take 10 minutes out of your day, then grab a cup of coffee and get yourself in front of an internet connection to watch this very impressive marketing video. Not only is it an excellent piece of creative operational marketing(incidentally, the book being marketed has nothing to do with me), [...]

Aligning business personality with buyer behaviour

I wrote recently of a barrage of culture-based articles, each with their own perspective on the irrational nature of decision-making. Thanks to sub-prime mortgages and the global financial crisis, the myth of the rational market has been thoroughly debunked. Traditional economists hang their heads, whilst proponents of behavioural economics are standing up to be counted. [...]