A new way of thinking about marketing.

April 10

Every few months, there is a new fancy marketing tactic that is pitched as the saving grace for businesses.

“Just use this tactic and your business will be saved”

I’ve seen this many times and I’ll admit – I’ve fallen for it too.

SEO. Facebook Adverts. Youtube Adverts. User Behaviour Optimisation. Word of mouth. Website design. Logo design. And the list goes on.

However, my search to gain a deeper understanding took a twist.

One day, I pulled my head out of the sand and I realised that all of these tactics were just surface-level systems.

If you look beyond them and instead identify the source of their creation then you get a clearer idea of what’s really happening.

In great companies, the source is clear. The message from the organisation is shining out and casting a unifying light for everyone to see from the employees to suppliers, customers and also investors.

That clarity allows everyone to be on the same page, the organisation to work effectively and for all of the tactical systems to be born out of it and therefore feel like there is logic in the way they work.

Unfortunately, when that guiding light becomes duller, naturally, the tactics employed will be less effective.

In my university day, I was taught that this came from two things: mission and vision.

The vision was how you saw the future and the mission was how you got there.

As much as I appreciate these learnings, I’ve never felt like the expression of these was very effective in transferring the

Every company needs a mission; a purpose; a reason to exist.

Without one, it feels like the whole thing is a little pointless.

Although chasing money can be fun, the truth is that there’s a limit to how much of a thrill you can get from adding an extra zero to your sales numbers.

There comes a point where you already have financial freedom and you can choose what you want to do in your life.

There’s a good chance that, if increasing your bank balance was your main objective then it’s not going to line up with what you probably wish you could do for fun.

That’s why I felt it was extremely important to line up my personal mission with the organisation I’m working in so that I can not only deliver solutions that are of value, but also where I can enjoy the process too.

I believe that very few companies have fully embraced marketing and are therefore missing out on huge opportunities in their marketplace.

Marketing is more than just an advert or a logo or a website.

It seeps deep into the core of your organisation and the way it functions.

What’s missing is a continuous throughline that anyone can understand what it is you do and for whom; a story.

Over the past 10 years, I’ve been cultivating an interest in storytelling – all while running businesses in my professional life and gradually, the two have been merging together.

Eventually, I started to weave together the use of storytelling into the marketing world until they became one and the same.

The story was the baseline of the company and our understanding of what it is that it does.

From that base, you can build on it with solid systems that amplify the story.

To help 100 Glasgow service businesses to develop marketing systems in their business that allows them to unlock their full potential

Every business needs a mission.

attract an abundance of leads using the latest digital marketing strategies

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.
Where does it come from?

Where does it come from?

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.