strategy

Apr

By Will Analytics, Best Practices, Business Consulting, strategy No Comments

You Are Not the Consumer: Why Executive Opinions Are the Worst Metric for Customer Truth

The Delusion of Expertise Picture this: A CEO slams their fist on the boardroom table. “This ad is genius,” they declare. “It’s bold, disruptive—it’ll go viral!” Six months later, the campaign flops. Customers are confused. Sales flatline. The team scrambles to explain. Sound familiar? This isn’t a failure of creativity. It’s a failure of humility. In the […]

By Will Gould Best Practices, Marketing, Process, strategy No Comments

How To Determine an Appropriate Marketing Budget For Your Business

Determining an appropriate marketing budget is crucial for ensuring that your marketing efforts are both effective and sustainable. The right budget will depend on various factors, including the nature of your business, the competitive landscape, your business goals, and the stage of your business (startup, growth, maturity, etc.). Here’s a step-by-step guide to help you […]

business people working on a laptop with icons

Aug

By Will Gould Marketing, Process, strategy No Comments

How To Determine Your Marketing Mix (7Ps)

The Marketing Mix, often referred to as the 7Ps, is a set of controllable marketing tools that a company uses to create a desired response in a target market. The seven elements are Product, Price, Place, Promotion, People, Process, and Physical Evidence. Determining the optimal mix is essential for successfully marketing products and services. Here’s […]

a red paper airplane is flying in a row of white paper airplanes

Aug

By Will Gould Fractional CMO, Marketing, Process, strategy No Comments

What is a Unique Selling Proposition (USP) and How To Create One?

A Unique Selling Proposition (USP) is a statement or framework that communicates the unique benefits or values your product or service offers compared to competitors. The USP distinguishes your offering in the market, addressing why customers should choose your product or service over others. Here’s how you can create a USP: Understand Your Target Audience: […]

a man in a suit is standing on a ladder with a rocket on it

Jul

By Will Gould Marketing, strategy No Comments

Mission Statements- Hang on. What Does This Mean?

A mission statement is a short and simple description of an organization’s purpose.

By Will Gould Campaigns, Marketing, strategy No Comments

What Do You Think of Our Ad Campaign?

It was 10:45 pm on a Thursday evening. A COO of a medical device company stopped by our offices seven hours ago for a drink and conversation. One drink had become many and rapidly consumed finger foods became an ordered-in meal. As the evening waxed long and the pace of conversation slowed he grew pensive […]

You Are Not the Consumer: Why Executive Opinions Are the Worst Metric for Customer Truth

How To Determine an Appropriate Marketing Budget For Your Business

How To Determine Your Marketing Mix (7Ps)

What is a Unique Selling Proposition (USP) and How To Create One?

Mission Statements- Hang on. What Does This Mean?

What Do You Think of Our Ad Campaign?

Will Gould

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Rebuild Your Funnel in Weeks, Not Months: How to Fix What’s Broken (Without Burning Out)

Why We’re Obsessed with ‘Why?’ (And Why Your Marketing Metrics Are Lying to You)

You Are Not the Consumer: Why Executive Opinions Are the Worst Metric for Customer Truth

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