The Library.

At its core, marketing is about one thing: changing behaviour.   Every campaign, advert, and promotion ultimately tries to persuade someone to do something. Most often that “something” is to buy a product or service. But the first purchase is only the beginning. The real success comes when customers return and buy again, turning a one-off action into a habit.

It often amazes me how many managers in large corporations seem blind to the obvious. The starting point of any marketing programme is to make your product visible. Traditionally, in large consumer companies, this involves advertising in mass media and, increasingly nowadays, on social media.

I wrote the first edition of The Business Models Handbook more than five years ago. It was based on 25 frameworks that I frequently used and valued in my job as a market researcher. As a market researcher,

Developing a business or marketing strategy can feel overwhelming—but it doesn’t have to be. Whether you’re launching a new product, entering a new market, or defending your current position, a structured approach can turn strategy from a daunting task into a clear, actionable plan.

Simply put, "purpose" is your company’s north star. It’s the answer to: What value do we create in the world? It encompasses your mission and values, guiding every decision, from product development to customer service to your social media voice.

Creating a powerful brand is more than just designing a logo or choosing a catchy name. It is about shaping how people perceive your business, what they feel when they interact with it, and how you stand out in a crowded market. A strong brand builds trust, attracts loyal customers, and drives long-term success.