Simon Sinek says finding your 'why', our purpose for being, is better with the assistance of an outsider. Through his conduct of many ‘Why Discoveries’ with people, he frequently saw a pattern in their behaviour. 


Large organisations have the luxury of separate departments to manage the many conversations they have with their audience. Their corporate communications team looks after media, annual reports, lobby activity, and general company news. Whilst the marketing department covers their brand, product or service messages to customers, prospects, and partners, and the human resources team concentrates on the employee conversations with top management’s blessing. In reality the conversations and relationships with the internal and external audiences are all related and benefit from internal coordination to manage them best.

Although it's great if you're in a large organisation, but what happens if you don’t have multiple resources to share the communications load? 


No one I know enjoys making mistakes. On the bright side, a mistake is the easiest way to learn. These marketing mistakes have the potential to sabotage your effort. Fortunately, awareness and then correction is the best remedy.


Design is more democratised than ever thanks to the volume of online apps and software available for free or at minimal cost. The explosion of online photo editors is giving extra power to the ‘content revolution’. 


Use this shopping list if you're in need of some marketing help for your business. It was developed with a service business in mind although all the criteria would work just as well for any industry.


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