Spotting an opportunity is exciting, but not every opportunity is worth pursuing. Before investing significant time and money, you need to evaluate whether your opportunity is viable and then develop it systematically. Here's how.
Case Study: How Airbnb Turned Air Mattresses Into a $100 Billion Opportunity
In my previous post, I talked about how to identify opportunities. Here’s an example of how Airbnb identified the opportunity, along with the lessons we can learn.
How to Spot Entrepreneurial Opportunities
Managing the Risks: A Practical Guide for Aspiring Entrepreneurs
In my previous post, I explored the significant risks that come with entrepreneurship. Financial uncertainty, time demands, emotional stress, and more. While these risks are real, they're not unmanageable. Smart entrepreneurs don't eliminate risk entirely (that's impossible), but they do take concrete steps to reduce and manage it. Here's how.
The Benefits and Risks of Pursuing an Entrepreneurial Path
From Fax Machines to Billions: The Sara Blakely Story
In the previous post on entrepreneurship myths, we challenged common misconceptions about what it takes to build a successful business. Now let's examine a real-life story that destroys nearly every entrepreneurial stereotype. Sara Blakely, the founder of Spanx, who turned $5,000 and an idea born from personal frustration into a billion-dollar empire. Without a business degree, fashion experience, or a single dollar of outside investment.
Busting the Myths: What Entrepreneurship Really Looks Like
Popular culture has created a romanticised image of entrepreneurship. The visionary founder working from a garage, the dramatic pitch that changes everything, the overnight success story. These narratives make great movies, but they create damaging misconceptions about what entrepreneurship actually involves. Let's separate myth from reality.
The History of Entrepreneurship: From Ancient Traders to Modern Innovators
Entrepreneurship might feel like a modern concept, complete with pitch decks and venture capital, but its roots stretch back to the earliest human civilisations. Understanding this history helps us see that entrepreneurial spirit: the drive to create, trade and innovate has always been part of human nature.
What is Entrepreneurship. A Practical Definition
This is the first in a series of blog posts around the topic of Entrepreneurship. I’ve recently taken up a part-time position as an Associate Professor at Richmond American University London. One of the courses I teach is ‘An Introduction to Entrepreneurship.’ Over the next few weeks and months, I’ll be sharing a few edited highlights from my course. So…watch this space!
Make 2025 Your Best Year Yet: A Fresh Start Awaits
Can We Fall in Love With Brands?
A few years ago, the concept of brand love or ‘lovemarks’ was very much in vogue. This was the idea that consumers could develop a relationship with a brand beyond simply being happy with their purchase. That they could feel such a strong, emotional connection with a brand that it’s akin to love. Advertising agency folk can be very persuasive. Brand managers lapped it up.
Product Strategy. Four Questions to Ask Yourself
Marketers spend much of their time focused on Promotion, the communication dimension of their job. Often we take for granted the most important of the 4Ps - Product. You can create the best advertising campaign in the world, but you'll still fail if your product isn’t up to scratch.
Don’t neglect your Product Strategy. To help shape it, here are the four questions you need to ask yourself.
The Rise and Fall of Brand Purpose
Is the Jingle Ready For a Comeback?
Looking Back
Growing up, I recall that every popular brand had a jingle that drilled its way into your head. ‘Try a Taste of Martini,’ ‘Just One Cornetto’, ‘Do the Shake and Vac.’
Decades later, I can still hum along. They worked, clearly, and they linger as fond memories. Everyone has their favourites. Yet the jingle has largely vanished from today’s advertising landscape. What happened, and could the jingle ever see a revival?
Avoid The Discount Death Spiral
How We Fell Out of Love With Brand Loyalty
Marketing Lessons From The Horror Movie Genre
The horror movie industry continues to grow in importance. Since 1995 the horror genre has more than doubled its market share in the US and Canada, and it's still growing. It remains Hollywood's most reliable money maker. In an interesting change in direction, Hugh Grant is starring in his first horror movie - ‘Heretic’. It's receiving rave reviews.
How To Market Your Brand With a Zero Budget
How to Be a Brilliant Brand Manager
I Love the New Burberry Campaign
It’s no secret that Burberry has had a difficult time recently. Burberry's sales have been falling, especially in China, one of its core markets. As a result, the CEO was replaced in July 2024. Indeed the whole of the luxury brand sector is suffering. This month, even the giant conglomerate LVMH reported a 3% decline in sales.
In October, Burberry launched a new outdoor wear campaign under the banner, ‘It’s Always Burberry Weather’ and I love it.