An Essential Goal For Digital Business

The Fundamental Objective of Every Business is to Convert a Stranger Into a Brand Advocate

The coming months if not years are going to be challenging for most businesses. As with every recession, it’s the strongest that will survive.

Ensuring your business is one of them, building strong foundations to ensure you are best placed to take advantage of the few opportunities that do come is essential.

Traditional business objectives revenue, profit, cost, still stand is deliverable outputs but the prime objective in the digital world is to Convert a Stranger into a Brand…


Can ‘As A Service’ Apply to any Product or Service?

_AAS fill in the blank… ok so there may be a shortage of acronyms left but why aren’t more businesses using this beneficial billing model?

So, it seems Nike is getting in on the ‘As A Service’ act with its Nike Adventure Club trainers for kids program. Which begs the question, are there any products or services that cannot be sold through an ‘As A Service’ billing model?

What is ‘As A Service’

In simple terms, it’s a change of product ownership and the way in which product use is…


Innovation is a common conversation in a lot of organizations, a buzz word that is added to many a presentation, business report, or marketing campaign but the reality is when the conversation stops delivery must begin…

In this section, we talk about how best these ideas can be gathered, assessed, decided upon, and initiated.

  • How to Harvest new ideas
  • Identify the winning idea
  • Refine the chosen idea
  • Propose the idea to others

How to Harvest New Ideas

The first thing to recognize is that everyone has ideas, every employee in your organization will have thought at some point or another “we should do this and…


Identifying a suitable market and defining a sales & marketing strategy, 2 key elements of any business. Whilst intrinsically linked they require different skills, choices, and approaches.

Establishing a suitable market should be based on research, a lot of research…. get it right and it will steer your entry and future promotion into the market and ensure all your decisions are shaped for who you are targeting.

Which brings us to the ‘marketing plan’, the marketing plan should contain 3 things: 1. How will your business enter the market? 2. What will drive an increase in market share? and 3…


Are you looking to improve your business process, build a new product, save cost, or understand customers' product requirements?

Then business process mapping is an essential tool to do this. Process modeling is not just for the realms of large manufacturing plants looking to optimize operations it is also a highly effective tool when applied to every aspect of your business to identify opportunities to improve existing products or start the process of building new ones

Everything within a business is a process, you will frequently hear comments on how people do not like processes or they do not work…


One of the best ways to think through a problem is the use of the 7 key questions, Who, What, Where, When, Why, How and How much and when it comes to revenue generation these seemingly simple 7 questions are also appropriate.

So let’s consider revenue for your business, money needs to be generated in order for it to be a success but how best can you do it, well ask yourself these questions

  1. Who will pay the revenue
  2. What is the product or service that is being paid for
  3. Where does the revenue come from i.e. …

Running/leading/partaking in a digital transformation project? Have a digital product idea you are looking to make a reality?

Read on about the 6-factor approach designed specifically to support you with the pre-work, execution, and ultimately the success of your digital projects or products.

Factor 1.Innovation


The golden rule is to be clear on what drives your CRM costs. The major cost in a CRM project is your CRM Partner’s resource and expertise essentially your CRM Partner’s TIME.

As a company with a product or service of your own, I am sure you are very clear on what your major costs are; raw materials, machinery, and equipment, people, research and development, etc. Have this same mindset when minimizing the costs of your CRM implementation.

When you call on their consultants, business analysts, developer’s or project managers it costs you money, the following 8 steps will help…


With the onset of IoT, AI and big data, humans will no longer be making purchasing decisions for many products that we currently do; computers, hardware systems, even fridges will be doing that for us.

Ericsson predicted that there will be 50 billion connected devices by 2020, OK I have no idea if we are there yet but we soon will be if we are not. IoT enables businesses to limit and control customer purchasing choices under the guise of seamless customer experience. …


A sharp intake of breath but hear me out….answer this question. Do you want your customer experiences to provide value in equal measure to your customers and your business?

Which Came First, The Chicken Or Egg?

Let me share some examples of why I have posed this question and think to yourself which did the business creator start with, the customer value, or the business value?

  • Loyalty cards, many companies have these, supermarkets are prime examples
  • Hotel chains offer returns for our loyalty
  • Social media sites offering easy communication, sharing, and promotion.
  • Mapping software providing traffic updates, searchable local services, street views…

The value to us, their…

Alastair Jupp

Bridging the Technical / Commercial Gap Expert, Digital Transformation & CX Enthusiast, Digital Marketing & Business Growth Contrarian.

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