Comparisons

The decisions people get wrong, side by side.

Each of these carries a test you can run on your own leadership team in an afternoon. Run it, and you have had the free version of the diagnosis.

The Refresh-or-Reposition test

Repositioning or rebranding: which one do you actually need?

A rebrand changes how you look. A reposition changes what you are. If the growth problem would remain unexplained after a visual refresh, you have a positioning problem.

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The Capture Ceiling test

Demand creation or demand capture: where should the budget go?

Capture competes for buyers already in-market. Creation makes someone realise they have a problem. Capture spikes and stops; creation compounds.

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The Disappearance test

AI for efficiency or AI for opportunity: what is your programme actually for?

Efficiency removes a cost, once, and every competitor buying the same tools reaches the same floor. Opportunity capture creates something you could not previously sell, and it compounds.

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The Brief test

Advisor, agency or fractional: who should you actually hire?

An advisor is bought for the decision. An agency is bought for the making. A fractional executive is bought for the seat. Paying one to do another’s job is the most common and most expensive mistake in this market.

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The glossary →