Competition, and especially direct competition is a choice. There are strategies every business can and should employ to eliminate the competition. I research, develop, and advise on implementing strategies to identify and leverage opportunities, and eliminate complex problems. As an advisor, company director, advisory board member and mentor, I work with organisations of all shapes and sizes to drive the consumer and business behaviour that maximises performance with strategies that minimise costs. Eliminating marketing waste marketing s a passion. Over 30 years, I have learned that too many organisations spend too much on initiatives that are not cost-efficient. My primary expertise includes: • Research – including customer insights and behavioural economics. • Brand – including defining, creating and communicating a brand. • Marketing – addressing -product, experience, pricing, and distribution. • Communication – addressing both traditional and digital channels. • Business development – systematic B2B business generation. I am passionate about identifying and implementing ethical strategies – driven by objective, critical and lateral thinking. ESG can and should be more than an acronym used in annual reports.

1. Reduce marketing
costs by
eliminating the
competition.

4. ‘Competition is overrated. In practice it is quite destructive
and should be avoided wherever possible. Much better than
fighting for scraps in existing markets is to create and own
new ones.’ Peter Theil.

7. 1. Target the smallest possible sustainable market.
2. Understand that the ‘customer owns their ass’
3. Have a tangible strategic competitive advantage.

10. THE INSIGHTS
1. Target the smallest possible sustainable market
2. Embrace the fact that your customer owns your ass’.
3. Develop a tangible sustainable competitive advantage.

11. QUESTIONS TO PONDER
1.To what extent can your business target a smallest viable
market and use this to ‘own’’ the market the way Coke
owns its market?
2.How might your business benefit from a brand community
providing low-cost continuous data that enabled you to be
seen to be best able to exceed customer expectations?
3.How might your business benefit from a low-cost co-
creation marketing strategy designed to ensure your
product always meets expectations?

12. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com