The Message must be right for the medium – and vice versa. Continue to full article
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
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 …
Creative Times. October 2006 It’s natural for creative people to want to make a career out of their creativity. But it doesn’t necessarily follow that creativity automatically qualifies a person for a job – or guarantees they can build a successful business from their creativity. Read more
Creative Times. October 2005 Sometimes your creative competitors can be ideal collaborators. By imaginatively combining co-operation and competition we can create ‘Co-opetition’. More about Co-opetition
by David Parrish First published November 2005 by Merseyside ACMEReprinted November 2006 with new foreword by Shaun Woodward MP, Minister for Creative Industries.ISBN 9780953825448. Paperback £15.00 (UK) The book provides both inspiration and practical advice for all those involved in running or setting up a creative business. David Parrish draws on his own experience of …
Successful collaborations between creative enterprises – ‘Interprises’ – are formed when there is an alignment of several factors between the businesses involved in the Interprise. Read more about Creating Interprises.