I would argue that they are few things more important in marketing than maximising the lifetime value of each customer or potential customer. The power of retaining and extracting fully value of customers needs to be fully embraced in strategy 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. Ethics can be central to thus 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.