We Value What We Measure – Business Article

One of my first jobs was working as the manager of a little Dublin cafe that stood at the intersection of two busy city streets. It was a lot of responsibility for someone in their late teens, and I loved it. There was something magical about opening the shutters first thing in the morning when it was still dark, then putting the lights and the coffee on, ready to welcome the first customers. We saw the same faces every day.…

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The Three Pillars Of Brand Resonance – Business Article

The most common reason people give for contacting me to work with them is to raise brand awareness. Conventional wisdom dictates that if only more people knew about our products and services, or our ideas and our work, then we would be more successful. There’s only one problem with this worldview. More people knowing your product or service exists does not necessarily translate to more customers. More awareness doesn’t always make for a more viable business. And crucially, having the…

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