Account-Based Marketing / Strategy / Thought Leadership / 02 Aug, 2017

3 ways to guarantee value for every customer

All businesses are engaged in a quest to provide ever greater value for their clients. But the sheer size and speed of available information means delivering it has become more challenging. The key to overcoming this is knowing the universal constants that span all industries and all clients. Here are three pillars that, if realised,...

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Account-Based Marketing / Strategy / Thought Leadership /

Why most value propositions don’t work and how to build one that does

Given the hard work, time and resources businesses put into developing value propositions, it’s galling to learn that only 14% of B2B buyers notice a difference between suppliers’ offerings and see that difference as worth paying for. Extracting and amplifying that difference can be a daunting challenge. But it’s one the JPC team routinely tackles…

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Business / Content / Thought Leadership / 27 Jun, 2017

Become a thought leader in just 5 steps

Thought leadership is a position of power. As a thought leader you’re an influencer and a market commentator rather than solely a vendor – it’s a very different position, and one that brings with it credibility and responsibility. The best thought leaders play a key role in the conceptualisation of new business ideas, trends and…

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Business / Content / Thought Leadership / 20 Jun, 2017

Thought Leadership: What happens if you get it wrong?

New research by Edelman and Linkedin has shown thought leadership to be a decidedly two-sided coin. Their study, which surveyed over 1,300 Business Decision Makers (BDMs) on the extent to which their B2B purchase process is influenced by salient thought leaders, confirms becoming a thought leader as being worthwhile, but also highlights some worrying consequences…

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Business / Thought Leadership / 08 Jun, 2017

Rising employment isn’t good news: here’s why

Your bad jobs are hurting the economy You may take issue with the above statement. After all, with unemployment going down, surely you’re doing something right? In theory, but as is often the case, the numbers don’t tell the full story. More people are in work, but fewer people are enjoying their jobs. And as…

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Thought Leadership / 06 Jun, 2017

Why there’s value in your agency being ‘slow’

For a couple of years now advertisers have been gradually leaning more towards in-house services and away from agency outsourcing. A recent ISBA study has translated this trend into numbers, and put forward the main reason behind it: agencies thought to be too slow. The advertisers’ issue centres around urgency. They want briefs to be...

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Business / Thought Leadership / 18 Apr, 2017

Why the Millennial workforce is disenchanted –
and what we’re doing about it

Why are so many millennials quitting the well-paid and well-regarded jobs they worked so hard through uni for? That’s the question Lucy Kellaway tried to answer in her piece in the FT last week, Don’t blame millennials if you can’t hang on to them. Kellaway blames the ‘widest gap between expectations and reality that the…

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Business / Thought Leadership / 10 Feb, 2017

The Consumer Strikes Back: When a brand takes customers for a ride

Unless you’ve been hiding under a rock for the last year (at least), you’ll know that Southern Rail customers are not happy. Nor are the guards, the drivers, the unions, or the UK Government. Last Thursday (supposedly) saw the end of strikes after a deal was struck between ASLEF and Southern, which should result in…

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Account Cultivation and Growth / Business / Strategy / Thought Leadership / 13 May, 2016

How well do you know your business enemy?

Dunkirk. The Blitz spirit. Famous examples where people displayed an extraordinary courage and pulled together in a cohesive manner not seen in calmer, safer times. Threat brings humans closer together. Focus becomes sharper, clearer, streamlined and more meaningful – whether the threat turns out to be real or imagined. Without this, we live in a…

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Business / Content / Strategy / Thought Leadership / 09 Mar, 2015

The Best Advice I Never Took?

As a 10 year-old schoolboy I never expected that the lesson I valued the most today would be one of my father’s rare pieces of advice back then. It’s something I will testify to have had a huge impact on my business life. And yet I ignored it for over 20 years. His advice? Ask one dumb question every day of your life.

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