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The days of winging it are long gone. The game’s changed. What got you here won’t get you there. You are either moving forwards or backwards. There is no other way. In order to [...]

An age-old argument. A bit like chicken and egg. Which comes first: efficiency or effectiveness? I’ll declare I am firmly in the effectiveness camp. And I’ll tell you why: I see so [...]

I’d ensure everything I do involves a great customer experience. Not just a great viewing experience: How I was on-boarded How I was communicated with How I was billed with different ways to pay [...]

With the Rugby World Cup round the corner, it seems the right time to reflect on things. The RWC has such importance placed on it, including New Zealanders own sense of self-worth, it makes the [...]

We talk about visibility, profile or awareness all the time but few of us actually walk our talk. We pay lip service to it, don’t know how to do it or worse, fail to fire a shot at all. The [...]

Discounting destroys value and has always been a clear signal you’ve run out of ideas. So you end up pulling the crude cord called discounting. Discounting is rife in Ag because it sometimes [...]

We talk a lot about capital gains but it’s time we spoke about the human capital of our farmers. Our farmers are resilient, hard-working, resourceful people who do the best with what they have [...]

Most rural marketing is mediocre and misses the mark. Why? Because it doesn’t connect with the conversation customers are having with themselves. Such a simple principle, yet so often [...]

Truth and proof are the currencies of trust and NZ Ag needs more trust than ever. We are under huge pressure to prove to those outside our industry that we are the true stewards of the land we [...]

The problem with most rural marketing is it skims the surface. The posts, blogs and content I see and read talk in “we” language not “me” language. They serve their own needs rather than those of [...]