Article -5: 12/09/24
Optimising Resources through 'Doing Different with Less'
As marketers, we're constantly being harangued, nay insulted, to "do more with less". Insulted? Yes. It's as stupid and inane a saying as less is more and it's generally used by those who use budgets to rule. You can't 'do more with less' any more than you can perform alchemy. One person in history did manag to feed 5,000 with a few loaves of bread and some fishes. But, the rest of us need to resource our activities using money, not miracles.
We asked Maya Price, SAP’s Global Head of Field Marketing Event Management, how she was handling uncertainty and tough trading conditions.
She said: "I'm doing different with less". OK... now this is getting interesting.
Maya's phrase encapsulates a more realistic mindset. One that emphasises creativity and resourcefulness within the constraints of limited budgets. It’s about shifting focus from what we lack to what we can achieve by maximising the assets already at our disposal.
And so, this blog post takes peek into the smart stuff Maya shared in episodes 66 and 67 of the Unicorny Podcast. But we also looked through our back catalogue and cross-referenced the themes Maya brought up. The desire to overcome "more with less" is one we're all struggling with, so we're pleased to point you towards other experts who echo Maya's thinking.
Finding the Sweet Spot: Standardisation vs. Customisation
One of the most significant challenges in global marketing is balancing the need for consistency with the demand for local relevance. Standardisation can lead to efficiencies and cost savings, but it often risks alienating local markets if it becomes too rigid.
Maya suggests that the solution lies in standardising core brand elements - such as brand guidelines, visual identity, and messaging framework - while allowing local teams the freedom to customise specific aspects of their campaigns. This approach ensures that the brand remains recognisable and coherent globally, yet flexible enough to adapt to local tastes and preferences.
In episode 64 of our marketing podcast, April Dunford discussed a similar theme around positioning, emphasising that “positioning isn’t static; it evolves as market dynamics change.” She highlighted the importance of continuous feedback from local markets to fine-tune the positioning and messaging.
Maya echoes this sentiment by advocating for regular feedback loops where local teams provide insights back to the global office, ensuring that the marketing strategy remains both globally aligned and locally impactful. This way, the centralised strategy acts as a scaffold around which localised creativity can flourish, creating campaigns that feel relevant and tailored rather than cookie-cutter.
Balancing Act: Global Consistency and Local Relevance
The struggle to maintain a cohesive brand identity across various markets while catering to local nuances is a common theme among global marketers. Maya Price stresses that open communication and collaboration between global and local teams are paramount. She points out that this dialogue should not be limited to top-down directives; instead, it should be a two-way street where local insights are valued and incorporated into the broader strategy.
This collaborative approach is about aligning messages but also about building a shared understanding of the brand’s objectives. In Unicorny episode 18, Simon Hildrey from Liontrust Asset Management echoed this sentiment, stating, “Consistency is key, but consistency doesn’t mean rigidity. It’s about having a clear understanding of our brand values and ensuring that these are communicated effectively, whether it’s in London or Hong Kong.” By maintaining this balance, global brands can ensure that their marketing efforts are not only cohesive but also resonate deeply within local contexts, creating a more meaningful connection with their audience.
Doing Different with Less: A Strategic Reimagining
Maya's concept of 'doing different with less' challenges the conventional approach of continually seeking new initiatives. Instead, it promotes a strategic reimagining of existing resources. By focusing on optimising what you already have—whether it's tools, content, or processes—you can significantly enhance efficiency and output. Maya emphasises the importance of conducting a thorough audit of existing resources to identify areas that can be repurposed or improved.
In Unicorny episode 19, featuring Peter Russell-Smith, a seasoned growth strategist, the conversation touched on the importance of agility in marketing. Peter argued that "sometimes the best innovation isn’t about creating something entirely new but about finding a novel way to use what already exists."
This aligns perfectly with Maya’s strategy, which involves identifying bottlenecks, rethinking workflows, and looking for innovative ways to repurpose existing content or tools. The goal is to create room for strategic initiatives that can drive real business impact without the need for significant additional investment.
Dealing with Pushback: Emphasising Adaptability and Inclusiveness
Implementing global strategies at the local level often faces resistance, especially from teams used to operating with a high degree of independence. Maya highlights the importance of adaptability and inclusiveness in managing this pushback. She advocates for involving local teams early in the planning process, soliciting their feedback, and addressing their concerns directly. By doing so, local teams feel heard and valued, which can significantly reduce resistance and foster a sense of ownership over the final strategy.
This approach was echoed by Andrea Clatworthy from Fujitsu in episode 25. Andrea mentioned, “When you empower your local teams and give them a stake in the game, you don’t just reduce resistance; you unleash a wellspring of creativity.”
Maya’s strategy involves giving local teams the autonomy to make decisions within defined parameters, enabling them to innovate and adapt the global strategy to fit their unique market needs. This creates a collaborative environment where innovation is encouraged, and accountability is shared.
Encouraging Innovation Within a Standard Framework
There’s a common misconception that standardisation stifles creativity, but Maya argues the opposite. She believes that structured frameworks can provide the foundation upon which creativity thrives. By clearly defining what aspects of a campaign must remain standardised, you free your teams to innovate within those boundaries. It’s about setting clear guidelines that outline the non-negotiables while leaving room for creative interpretation in areas that can be adapted.
As Sarah Robb from the Brand Strategy Academy pointed out in episodes 60 and 61: “Frameworks should serve as a guide, not a cage. When used correctly, they ensure that creativity aligns with business objectives.” By involving local teams in both the development and execution phases, marketers can leverage their unique insights and perspectives. This collaborative effort not only aligns with global guidelines but also taps into the creative potential of local teams, ensuring campaigns are both innovative and effective.
Harnessing AI: The Next Frontier in Customer Experience
Artificial Intelligence is transforming how brands interact with customers, offering new ways to personalise and enhance customer experiences. Maya sees AI as a powerful tool for marketers to not only improve efficiency but also deepen customer engagement. AI can handle routine tasks, freeing up human talent for more strategic work. It can analyse customer data in real-time, providing insights that drive personalised marketing campaigns.
In episodes 54 and 55 with Dr. Steve Morlidge, the discussion centred on the application of Ashby’s Law of Requisite Variety in marketing.
Dr. Morlidge suggested that “AI can be the variety within your marketing system that matches the complexity of the environment you are operating in.”
Maya builds on this idea, highlighting how AI can tailor customer experiences based on real-time data, ensuring that interactions are relevant and timely. Whether through chatbots, virtual assistants, or predictive analytics, AI helps marketers not just meet but anticipate customer needs, creating a more seamless and personalised experience.
Staying Ahead: The Importance of Continuous Learning
Marketing is in a constant state of flux, and keeping pace requires a commitment to continuous learning. Maya emphasises that staying close to the customer and being willing to adapt strategies based on their feedback is crucial. This commitment to learning ensures that marketing teams remain relevant and effective, able to pivot as needed in response to changing market conditions.
In line with Maya's approach, previous Unicorny Podcast episodes have also stressed the importance of ongoing education and adaptation. For example, in episode 14, with Shane Redding and Nick Eades, the conversation focused on the idea that leaders do not need to have all the answers but should know the right questions to ask. Maya’s emphasis on a culture of learning supports this, encouraging teams to be curious, seek out new knowledge, and continuously improve their skills and strategies.
Conclusion
The insights shared by Maya Price on the Unicorny Podcast provide a roadmap for marketing teams looking to maximise their impact with limited resources. By striking the right balance between standardisation and customisation, fostering collaboration between global and local teams, optimising existing resources, managing resistance, and embracing innovation, marketers can create campaigns that are both effective and meaningful.
Maya’s advocacy for continuous learning is a timely reminder that in the ever-evolving field of marketing, staying relevant requires a commitment to growth and adaptation. By prioritising customer feedback, leveraging technological advancements, and fostering a culture of inclusiveness and innovation, marketing teams can ensure their strategies not only survive but thrive. For more detailed insights and practical tips on implementing the 'doing different with less' approach, tune into the full episode of the Unicorny Podcast.
Article -4: 05/09/24
Mastering Chaotic Markets with Advanced Management Techniques
Right now, if you're in B2B, your market probably reminds you of a raging sea. Together, we have to ride out the storm, but it's never been harder. We've suffered wave after wave of cuts, uncertainty and delays. The budget is released, not it's not. Customer X is ready to sign... not they're not. The travel ban is lifted... no it's not.
So how the hell are we supposed to deal with all this uncertainty and volatility? That's what we set out to discover when we invited Steve Morlidge into the Unicorny studio. Together, he and Dom Hawes explored how traditional budgeting and financial planning throttles marketing's ability to adapt and grow.
This blog unravels those conversations and points to a more dynamic way to conquer market chaos.
TL;DR - the days when rigid budgets and stale management strategies could steer a company through a market's stormy weathers. Now, only a fluid and flexible approach will do. An adaptive resource allocation operated by enlightened leadership equips businesses to power through unpredictable market trends.
Flowing with the Market's Tide: Resource Allocation and Market Response
We started by dismantling the outdated concept of annual budgeting, which traps companies within rigid financial constraints.
Steve introduced a refreshing idea: moving from fixed budget cycles to more adaptable methods like rolling forecasts that can respond to shifting market dynamics. Picture a tech company shifting to quarterly resource allocation, adjusting its R&D investment in real-time to keep up with emerging technology trends.
This shift could slash their product’s time-to-market by up to 20%, boosting their competitive edge in a fast-moving marketplace.
The Pitfalls of Rigid Budgeting for Leadership
Peeling back the layers of traditional budgeting reveals how it can stifle effective leadership.
A surprising insight from our discussion with Steve was that rigid budgeting limits more than just financial flexibility- it turns leaders into enforcers of rules rather than innovators driving growth. In contrast, a flexible budget framework can transform leaders into dynamic influencers who inspire creativity and quick responses to unforeseen market shifts.
Agile Leadership: The Key to Market Adaptability
Leadership that focuses on managing internal processes, is only doing half the job. Leaders are also supposed to shape how a company handles external challenges too. The over focus on budgeting distracts leaders from the real job - keeping customers happy and over indexes on things they can control.
In volatile markets, you can't control much. The old command-and-control style doesn't work because it slows you down and traps you in a never-ending cycle of re-forecasting and re-budgeting. Conversely, decentralising decision-making empowers a company to react swiftly to new information and opportunities.
For example, a consumer goods giant like Unilever, that empowers local teams can quickly tailor its offerings to reflect local consumer preferences and logistical realities. Such empowerment not only increases market share but also streamlines operations, showcasing the impact of agile leadership on market success. Steve talked through a real-life example of exactly this in episodes 54 and 55 of Unicorny, the marketing podcast.
Turning theory into Business Strategy
Integrating these insights into practical business strategy involves adopting the principles championed by the Beyond Budgeting Institute. The Institute advocates for abandoning traditional budgetary constraints in favour of a more dynamic and adaptive management model. This model encourages organisations to replace fixed targets and rigid planning with a continuous, real-time approach that enhances both responsiveness and resilience.
To implement this, businesses can start by updating their operating manuals and processes to reflect modern thinking. This might involve incorporating adaptive management principles into their strategic planning, ensuring that decision-making is decentralised and that teams are empowered to act swiftly and independently. Organisations can benefit from leadership workshops designed to cultivate adaptive thinking and visionary skills, creating a culture where innovation is encouraged and rewarded. Additionally, investing in IT systems that support real-time resource adjustments and facilitate rapid feedback loops can enable businesses to respond proactively to market changes, rather than reactively.
By embedding these practices into the fabric of their operations, companies can not only withstand the uncertainties of today's markets but turn them into opportunities for growth and competitive advantage.
Final Thoughts
Navigating market leadership amidst chaos requires more than just keeping up; it demands a complete rethink of how businesses plan, lead, and execute. By embracing the innovative management models discussed with Steve Morlidge, companies can transform challenging market conditions into opportunities for growth and innovation.
The goal is clear: not just to weather market storms but to use them as a launchpad for crafting a business that’s as dynamic as the market it operates in.
Embrace the chaos, Unicorners - it’s more than a challenge; it's a chance for the bold to rewrite the rules.
Wanna talk some more? Why not drop Dom Hawes a line?
Article -3: 02/09/24
Purposeful Growth: The Key to Scaling with Impact
Growth isn't just about getting bigger, it's also about getting better. According to Dominic Rodgers, Head of Marketing at Frog Capital, if you want your business to thrive, you need more than just profit. You need purpose.
Enter purposeful growth, a strategy that not only scales your business but also makes a positive impact on the world. This is about aligning your business's expansion with your core values and long-term vision.
- But what does purposeful growth look like in practice?
- How do you make it a reality?
To get some answers, we invited Dominic into the Unicorny studio to explore the playbooks and techniques used by Frog Capital, a company that’s been making purpose pay in a big way.
What is Purposeful Growth?
Over the past few years, the whole idea of purpose has been brushed off as a pointless trend. It was a passing fad, the critics argue. Brands definitely jumped on the purpose bandwagon, by using it as a way to look current and relevant by tying themselves to social causes.
Hellmann's mayonnaise is a very famous example. Unilever earned a raft of eye-rolls when they kicked off a campaign about cutting down on food waste. Critics argued that aligning a mayonnaise brand with a cause as significant as food waste felt like a forced and tenuous connection. Simply, it seemed more like a marketing ploy than a genuine commitment.
This kind of backlash illustrates the challenge brands faced in integrating purpose into their core values with authentically. If the connection between the product and the cause isn't clear or meaningful, it risks coming off as disingenuous, diminishing the credibility of both the campaign and the concept of purpose-driven marketing.
But that’s not what true purpose is about.
Imagine a business model where growth is part of a virtuous circle: purpose drives performance, which in turn feeds purpose. That’s how we’re defining purposeful growth. At Frog Capital, this isn’t just a theory; it’s their daily practice.
They have a well-oiled system - complete with toolkits, templates, and a clear methodology - that guides their portfolio companies through the challenges of scaling. And they are not just any companies; they are European scale-ups that strive to make a positive societal impact.
Thus, purposeful growth isn't just about bigger sales figures or expanding your team. It's about building a business that makes a difference - by solving real problems, adding genuine value, and aligning with the things that matter to you and your customers. It's growth that's grounded in why your business exists, not just how it can make money.
The Frog Capital Playbook: A Roadmap to Success
Frog Capital's approach is centred on what they call the "scale-up wheel" which addresses the key areas necessary for businesses to transition from start-up to scale-up.
Here’s a breakdown of how they do it:
- Day-to-Day Execution: This involves the nuts and bolts of running a business daily. It includes customer acquisition, product or service delivery, and customer success management. The goal is to make sure that every interaction adds value and moves the business closer to its purpose.
- Strategic Planning: Medium-term planning focuses on strategy development, people management, and organisational structure. At Frog, this means ensuring that the right talent is in place, teams work effectively, and organisational structures support growth. It’s about having the right people in the right places, all aligned with the business's core values.
- Long-Term Sustainability: This is where purpose really shines. Frog looks at resilience, purpose, and ultimately, value. It’s about ensuring that businesses are not only profitable but also making a lasting impact. Purpose acts as the North Star, guiding the company through changes in strategy and market conditions.
Why Purpose is More Than Just a Buzzword
In the world of Frog Capital, purpose isn’t a marketing gimmick; it’s the core of everything they do. They use the Impact Management Platform (IMP) framework to assess the impact of potential investments, looking closely at how these businesses contribute to societal goals, who benefits from their operations, and whether they serve underserved communities.
Purpose is not just a nice-to-have; it’s a must-have. It helps businesses stay focused, resilient, and innovative. By fostering a culture that values purpose, companies can attract top talent, inspire employees to do their best work, and create brand loyalty.
It’s a powerful advantage in competitive markets and one of Frog Capital’s strengths, therefore, lies in the practical tools and resources it offers.
Frog doesn’t just talk about purposeful growth; it provides the templates, toolkits, and frameworks to make it happen. Whether it’s a fill-in-the-blanks form to develop business strategy or downloadable spreadsheets to track progress, these resources are designed to take the guesswork out of scaling up.
Real-Life Examples: Purpose Meets Profit
- Clue Software provides investigative and intelligence software that helps law enforcement and corporate clients solve crimes and increase security. Their purpose is clear: create a safer society. And by fulfilling this purpose, they also grow their business.
- Modulr provides payment software that simplifies payroll and disrupts outdated systems. Their purpose is to increase productivity, and in doing so, they also pave the way for innovation and growth.
Purpose as a Catalyst for Growth
Aligning purpose with business goals isn’t about making sacrifices; it’s about making smarter choices.
Dominic Rodgers from Frog Capital puts it perfectly: “Purpose forces you to act intentionally.” It’s about knowing who you are, what you stand for, and being strategic in how you grow. Purpose isn’t just about being good; it’s about being strategic.
Rodgers argues that having a clear purpose is a competitive advantage that spans across focus, attitude, sustainability, and team dynamics. It’s about creating a business model where the more you grow, the more you fulfil your purpose, and the more impact you make. It’s a win-win.
To be clear, purposeful growth isn’t a lofty ideal. It’s a practical strategy that businesses can adopt to scale responsibly and sustainably. It’s about using purpose to create a roadmap that guides every decision and action. Whether you’re a small business owner or a marketing leader, aligning your growth strategy with your core values will help you build a business that’s not only profitable but also meaningful.
Ready to make your growth purposeful? Start by integrating purpose into every aspect of your business. Use it to guide your strategies, inspire your team, and connect with your customers on a deeper level. The rewards aren’t just financial—they’re transformational. And, if you’d like to talk some more about building growth flywheels, why not drop Dom a line?
Article -2: 18/06/24
Proper positioning is a pre-requisite if companies want to differentiate themselves and attract potential customers. Whether you agree with this or not depends on whether you believe in differentiation. These days, a lot of marketers profess not to. I don’t want to kick off the whole differentiation vs distinctiveness debate in this newsletter. But you’re not going to enjoy it if you think differentiation is old news. You might find your time better spent elsewhere? I'm going to talk about differentiated positioning and how to achieve it.
So, let's get back to positioning. The thing is this.
Despite understanding the importance of language and the psychology of the decision-making processes, many businesses still struggle to convey their unique value to customers. They use ambiguous words, generic statements and don’t thoroughly think through how customers should call them to mind when they buy.
That’s what I spoke to April Dunford about in this week’s Unicorny podcast (available on all good platforms).
The Positioning Problem
April Dunford is renowned, nay famous, for her expertise in B2B tech marketing. In business marketing, she’s somewhat of a legend.
In this episode, April highlights how companies often fail clearly to explain what their product does and why it matters. She illustrates this by describing a typical sales scenario where potential customers are confused about the product's purpose and value. Confusion in the sales process is a symptom of poor positioning, where the product's benefits are not immediately clear to new prospects, even if current customers are satisfied.
That points to positioning’s purpose. It’s closing the gap between what existing customers know to be true about the value your product or service brings and what potential customers can’t see.
Dunford criticises traditional positioning statements, the fill-in-the-blank exercise that I’ve used for years, but which fails to capture the true essence of a product, service or company. She argues that these statements provide a false sense of security, assuming that the most obvious answers are correct when, in reality, a deeper understanding of customer perspectives is required. They are also inside-out and we all know the right way to do marketing? Market orientation comes first. Think, plan and act outside-in.
A Better Approach to Positioning
In her book, Obviously Awesome outlines a five-step process to defining a better positioning and guess what? It starts outside-in.
This customer-centric approach ensures that the positioning is relevant and compelling. Dunford’s five components of effective positioning include:
Competitive Alternatives: Understanding what customers would use if the product wasn’t available.
Differentiated Capabilities: Identifying unique features that set the product apart.
Value: Translating features into meaningful benefits for customers.
Best Fit Customers: Defining the ideal customer profile that will benefit most from the product.
Market Category: Determining the appropriate context and category for the product.
Bridging the Gap Between Current Customers and New Prospects
As I’ve already highlighted, the key challenge in positioning is bridging the gap between what current customers know and what new prospects need to understand. This involves ensuring that marketing and sales materials clearly communicate the product or service’s value and differentiation from the outset. But, positioning isn't a static thing either. Markets change all the time, so it's something you need to be on top of all the time too.
April says: "...larger businesses, what you have, often there's an idea that the product was launched with a specific idea, then you get it out and it's in the market.
"But markets aren't stable. They change over time. So we've got new competitors coming into the market, things in the market itself are actually shifting.
"And so you may have set out to build better email, but the whole market has shifted around you, and you fast forward six or seven years, and you know what? Maybe that thing is actually chat?
"And maybe if you positioned it as chat, it would be easier to understand because the value you deliver actually looks more like chat than email."
Practical Applications
To put these insights into practice, companies should:
Conduct thorough competitive analysis to understand alternatives.
Clearly define and communicate unique capabilities and their benefits.
Regularly review and refine positioning to ensure it aligns with market changes and customer needs.
Invest in building and maintaining distinctive brand assets for consistent recognition.
Focus on customer-centric messaging that speaks directly to the needs and desires of the target audience.
By adopting these strategies, businesses can improve their positioning, making it easier for potential customers to understand and appreciate their products, ultimately driving better marketing outcomes and business success.
That’s exactly what Selbey Labs, our research-led, future focused business is doing for clients in multiple sectors; improving positioning. If this is interesting to you... I’d love to talk. I love this stuff!
Article -1: 05/06/24
In marketing, clarity is king. Or it should be. After all, we're the ones who tell our business that language matters. We're the ones that either pay agencies or earn as agencies to obsess over the right words, in the right place, with the right feeling to make our promotional communication more effective.
So, why is it then that many marketers find themselves tangled in a web of jargon and complex, pseudo-intellectual frameworks that do little to enhance their brand strategy?
If you've ever felt overwhelmed by marketing speak or questioned the real value of convoluted terminology, you're not alone. The latest episode of Unicorny, hosted by Rachel Fairley (marketing and brand strategist) and starring Sarah Robb (founder of the acclaimed Brand Strategy Academy) helps you break free from the jargon jungle and streamline your approach for better results.
Let's explore?
The Problem with Jargon
Marketing jargon is everywhere. From "synergy" to "omnichannel" and "brand architecture," these terms often do more to confuse than to clarify.
Sarah Robb highlights this issue, saying: “The jargon and the models and the frameworks... it's holding people back from taking control of their careers.”
Why Simplifying Matters
Simplifying your brand strategy isn’t just about making your life easier - it’s about making your strategy more effective. Clear, straightforward communication helps ensure that everyone in your organisation is on the same page. When your team understands the core purpose and direction of your brand, they can work more cohesively and make decisions that align with your overall strategy.
Key Takeaways from the Podcast
Understanding Imposter Syndrome: Many marketers experience imposter syndrome due to the overwhelming amount of jargon in the industry. By simplifying your language, you can build confidence and regain control over your brand strategy. Sarah explains: “Imposter syndrome is something that 70% of all adults claim to experience. It’s correlated with high achievers because it’s about wanting to be better and confident.”
Challenging Jargon: Don’t be afraid to challenge confusing terms. Sarah advises: “If you don’t understand it, challenge them because [it's] likely they may not understand it either.”
Core Questions for Brand Clarity: Focus on answering fundamental questions about your brand: Why do we exist? Who are we? How do we do things, look, feel and sound? What do we do? Sarah emphasises, “These are the questions you need to answer. Why are we here? What do we do? That shouldn’t be the complicated part.”
Effective Cross-Departmental Communication: Clear communication with other departments, such as finance and operations, is table stakes, but ioften overlooked. When everyone understands the brand’s purpose and goals, collaboration becomes more effective. Rachel Fairley notes: “If I can sit down with a finance leader and say to them 'look we just fundamentally need to all agree what we’re selling and why you would choose us', suddenly you have people on side.”
Practical Brand Strategy Management: Learn how to manage brand refresh and rebranding projects without getting bogged down by unnecessary complexity. Practical, straightforward guides can help you navigate these processes with confidence. Sarah advises: “I wouldn’t outsource the whole thing. I would really take control of what you want this to look like and how you want it to be written up.”
Implementing a Simplified Strategy
Start by auditing your current brand strategy documents. Identify any jargon or complex terms that could be simplified. Replace them with clear, straightforward language that everyone in your organisation understands.
Next, ensure that your brand’s core questions are clearly answered and communicated across all departments. Finally, provide training and resources to help your team embrace this simplified approach.
Simplifying your brand strategy can lead to better alignment, increased confidence, and more effective marketing efforts. By cutting through the jargon, you empower your team to focus on what truly matters - building a strong, cohesive brand that resonates with your audience.
Ready to simplify your brand strategy?
Listen to the full episode of Unicorny, "Cut the Jargon: Simplifying Brand Strategy for Better Results," and start transforming your approach today.
It's available now on all good podcast platforms.
Article 0: 16/05/24
In marketing leadership, the challenge of adapting to rapidly evolving customer behaviours, market conditions, and technological advancements is a nightmare. The VUCA world we're surviving calls for a strategic approach that feels like hitting a moving target.
The Role of Ashby's Law in Contemporary Marketing
To manage such changes effectively, Ashby's Law of Requisite Variety offers a foundational principle. It's rooted in the discipline of cybernetics, but it is profoundly relevant to marketing.
Dr Steve Morlidge...Thinker, Writer, Speaker, an esteemed expert in business organisation, discussed Ashby's Law during his appearance on the Unicorny podcast in May 2024. He discussed how adopting principles from his seminal work, The Little Book of Beyond Budgeting, can significantly enhance marketing effectiveness. For those interested, the book is available with a promotional discount using the code UNICORNY25.
Understanding Ashby's Law of Requisite Variety
Ashby’s Law states that a system must possess internal mechanisms of control that are as diverse and adaptable as the external environment it seeks to navigate. For businesses, this translates to aligning organisational flexibility with environmental volatility to achieve strategic objectives.
Practical Implications for Marketing Professionals
Marketing leaders must consider their strategic goals in conjunction with their operational tools—budgets, plans, and policies—and the external market forces at play. The principle underscores the need for a marketing strategy that is as adaptable as the market it operates within.
Strategic Approaches Inspired by Ashby’s Law:
Enhancing System Flexibility: Contrary to the instinctive tightening of controls in challenging times, Ashby’s Law advocates for increased agility. By empowering operational teams and decentralising decision-making, organisations can enhance their responsiveness and capacity for innovation.
Reducing Environmental Variability: If increased decentralisation is not feasible, organisations might consider narrowing their focus to stabilise their operating environment. This approach involves communicating to senior management the necessity of aligning strategic efforts with more predictable market segments to maintain control.
Recommendations for Implementing Ashby’s Law:
Conduct Systematic Reviews: Continually assess and refine marketing strategies to ensure they remain aligned with current tools and market trends.
Foster a Culture of Experimentation: Employ diverse marketing tactics, engage with new digital platforms, and refine messaging based on empirical data to discover what most effectively resonates with target audiences.
Utilise Customer Feedback: Integrate customer feedback into strategic planning to ensure marketing initiatives are closely aligned with consumer expectations and needs.
Commit to Continuous Learning: Stay abreast of emerging tools, trends, and methodologies in marketing. Participation in industry workshops and conferences is essential for acquiring new insights and competencies.
Ashby’s Law of Requisite Variety is not merely a theoretical construct but a practical framework for developing a robust and adaptive marketing strategy.
It prepares businesses to thrive in an unpredictable world by endorsing a marketing approach that is both flexible and responsive to the whim of market dynamics. Listen to the podcast for more detail!