Category: Recent Posts

Identify the Important Few from the Trivial Many. The ’95:5 Rule’

Creative Times. January 2007 The Pareto Principle, also known as the “80:20 Rule”, states that 80% of results flow from 20% of causes. In practice it’s more like the “95:5” rule. For example, 95% of business may come from just 5% of customers. Read more about the 95:5 Rule

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The 95:5 Rule (the Pareto Principle +)

The Pareto Principle, also known as the “80:20 Rule”, states that 80% of results flow from 20% of causes. So, for example, 80% of sales can come from just 20% of customers; 80% of road accidents occur in just 20% of accident locations; and maybe 80% of headaches are caused by just 20% of your …

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Charting your Competitive Strategy

Analysing Competitors and Charting your Competitive Strategy The technique of ‘charting the competition’ is extremely effective in analysing competitors’ strengths and weaknesses in relation to your own business. Using clearly understandable charts, it dramatically illustrates the competitive landscape. Most importantly, however, it allows executives to develop competitive strategies which will beat the competition and from …

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Marketing Warfare

Marketing Warfare – Focusing on Competitors as well as Customers Whilst conventional marketing theory states that businesses should be customer-focused, the concept of Marketing Warfare argues that businesses should be competitor-focused. Since the marketplace is dynamic, the actions and reactions of competitors must be taken into account, as well as the needs of customers, when …

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Book List – some recommended reading

Here are some books I recommend for further reading Firstly, my own book (of course!) T-Shirts and Suits: A Guide to the Business of CreativityDavid ParrishISBN: 9780953825448T-shirts and Suits: A Guide to the Business of Creativity Books about the Creative Industries The Creative Economy. How People Make Money from IdeasJohn HowkinsISBN: 9780140287943The Creative Economy: How …

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Cheeky Guerrillas in Utrecht

The four friends formed a band at college but it didn’t work out, so they call themselves ‘Autobahn’ as a tribute to the band that never plays in the film The Big Lebowski. Instead they focus on what they excel at – using their best creative talents to design publications and websites that have something …

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Guerrilla Marketing for Creative Enterprises

Creative businesses and organisations can often use ‘guerrilla marketing’ tactics effectively. Imagination and unconventional approaches are the hallmarks of both the guerrilla marketer and the creative entrepreneur – and the low budget approach of guerrilla marketing often suits creative businesses and cultural organisations. Guerrilla Marketing has been described as “unconventional ways of performing promotional activities …

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What is “T-Shirts and Suits” ?

I work internationally with creative people to help them make their businesses and organisations even more successful. We do this by combining the best of their creativity with intelligent marketing and great business ideas that fit with their objectives – and their values. My approach to business development combines the creative personality [the T-Shirt] with …

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