Why the North Star metric works; How to put your money where the strategy is; Is 'conflict' a new marketing tool?; What subscribers expect of publishers (and are not getting); Three companies dominate the Chinese internet landscape - Sun, Jul 15 2018
This is a collection of my favourite reads on marketing, media, advertising, business strategy. I love feedback and act promptly so please write, and do remember that sharing is caring :)
Patrick Gentry, Sprout
– Jul 14, 4:15 AM
Seafarers once traversed the oceans with the North Star as a guide, determining their proper direction depending on their relationship to it in the night sky. Now in 2018, tech entrepreneurs are doing the same — in a manner of speaking. One…
Suprio Guha ThakurtaThough I have never call it NSM (!), the logic resonates with me. Fixing one metric to focus the effort of the entire team or the organisation is a very effective strategy. The challenge, of course, is to get the metric right.
Most companies allocate the same resources to the same business units year after year. That makes it difficult to realize strategic goals and undermines performance. Here's how to overcome resource-allocation inertia. Picture two global companies…
Suprio Guha ThakurtaWhy do so many companies undermine their strategic direction by allocating the same levels of resources to business units year after year? Cognitive bias and politics.
The dramatic tensions that characterize a good movie plot are being adopted by the world of marketing, sports and even news and politics. That's the argument of Alby Anand Kurian, a marketing communications practitioner and theorist whose clients…
Suprio Guha ThakurtaSetup, Conflict, Resolution. This basis of any good story is a potential marketing tool argues the Wharton. Interesting setup for the article. Not enough conflict for me,
Would you expect Netflix to charge you $13.99 a month for the first year and then jack up the price to $35 a month? No, you wouldn't. First, the company would face a customer outcry followed by a media storm; then the churn would explode…
Suprio Guha Thakurta'The biggest mistake of news publishers is their belief that the presumed uniqueness of their content is sufficient to warrant a lifetime of customer loyalty.' And therein lies the nub.
Internet penetration in China is at around just under 56 percent, according to a report released this year by the Chinese internet administrative agency CNNIC, which means there were around 772 million internet users in the country as of last…