Broken processes equals broken promises

Broken processes = broken promises graphic

Processes. Done wrong, they create a pinball experience that yields disbelief, frustration and anger.  Yes, I’ll hold… Sure, I’ll give you my name and DOB, again. Done well, they’re the red carpet that gets customers exactly where they need to go, the first time. Ahhhh. Internally, processes can create the same friction or magic for […]

Re-thinking how university marketing teams are designed

Background Murdoch University is a global university with its largest campus in Perth, Western Australia and a global footprint in Singapore, Myanmar and Dubai. The university was facing increasing domestic competition from the four local universities in Perth, and a drastic reduction in international student enrolments due to COVID-19.   Snapshot of the issues: Murdoch […]

A boss who has all the answers, hasn’t hired well enough

Confidence doesn’t come from knowing it all, it comes from knowing you have the agency to learn what you need to know, when you need to know it. In marketing the world advances so fast it’s neck-snapping. From NFTs, to the metaverse, to the impact of the next iOS change. There’s always something new to […]

Failing to plan means saying ‘yes’ far more often than you should

Gone are the days of the set and forget annual marketing strategy. The world changes too fast. But you still must plan. Set a direction. A north star. An intention.  Make bets. Capture assumptions.  Outline objectives. Key results. And initiatives. Be proactive first. Reactive second. If you don’t. You suffer. The team suffers. You end […]