Think Tank

DIGITAL MARKETING: AI Search Is Here Don’t Get Left Behind

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Is your content strategy ready for the generative AI revolution?

Fed up with throwing money at content that’s getting lost in the search abyss? You’re not alone. The rules of the game have changed, and yesterday’s SEO tactics simply won’t cut it anymore.Introducing my Generative Engine Optimisation (GEO) service, because ranking well with AI search engines requires a completely different approach.

While your competitors are still obsessing over keywords, I’m helping forward-thinking brands like yours create content that actually performs in the age of AI search.

What makes our GEO approach different?

* I don’t just guess what works – I’ve reversed engineered how the major generative engines actually process and prioritise content
* I craft nuanced, context-rich content that generative engines love to reference
* You’ll get content that serves both human readers AND satisfies the complex needs of AI systems.

The future of search is already here. Don’t get left behind call or message today.

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Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. 

MARKETING: The Michelin Brothers’ Lightbulb Moment

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How Michelin Used Behavioural Science to Sell Tyres (Before It Was Cool)

When we discuss successful applications of behavioural science in marketing, we often think of recent digital campaigns with sophisticated data analytics. Yet one of the most brilliant examples dates back to 1900, when the Michelin brothers created what would become one of the most prestigious culinary institutions in the world, originally as a clever ploy to sell more tyres.

A Problem of Demand

In 1900, the automobile industry was in its infancy. In France, where the Michelin tyre company was based, there were fewer than 3,000 cars on the road. For the Michelin brothers, André and Édouard, this presented an existential business challenge: how could they grow their tyre business when so few people owned cars?

The brothers identified the fundamental behavioural challenge underlying their business problem. Car ownership wouldn’t increase unless people had compelling reasons to drive – and drive often. Their tyres would only wear out (requiring replacement) if motorists felt motivated to embark on journeys.

The Behavioural Insight

Their solution was ingenious: create demand for driving itself. The brothers understood a key principle we now recognise in behavioural economics, i.e. if you want to change behaviour, reduce friction and increase motivation.

They published the first Michelin Guide – a free handbook for motorists that contained practical information including maps, instructions for changing tyres, listings of mechanics, and importantly, places where drivers could find petrol stations, accommodation and good food while travelling across France.

The brilliance of this approach was multifaceted:

1. Reduced uncertainty: The guide removed a significant psychological barrier to travel – the fear of the unknown and the anxiety of not knowing where to find essential services.

2. Created social proof: By documenting places others had visited, the guide normalised the idea of recreational motoring.

3. Leveraged the endowment effect: Once motorists received the free guide, they felt compelled to use it.

4. Applied loss aversion: The guide highlighted experiences motorists might miss if they didn’t venture out on the roads.

From Marketing Tool to Cultural Institution

What began as a marketing tactic evolved significantly. In 1920, the guide was no longer free, with André Michelin reportedly saying, “People only respect what they pay for.” By 1926, they introduced the now-famous star rating system for restaurants.

The Michelin brothers had tapped into something deeper than they initially intended (aka the Law of Unintended Consequences) the human desire for quality experiences and authoritative guidance. The restaurant ratings became so prestigious that chefs would dedicate their careers to achieving Michelin stars.

Lessons for Modern Marketers

The Michelin Guide case study offers several timeless lessons:

– Understand the ecosystem of your product: Michelin realised their success depended on the broader adoption of automobile culture.

– Address behavioural barriers: They identified and systematically removed reasons not to drive.

– Create value beyond your product: The guide offered genuine utility that extended far beyond tyres.

– Play the long game: What started as a marketing tool became a complementary business and brand-building exercise that has lasted over a century.

Long before the terms “content marketing” or “behavioural economics” entered our lexicon, the Michelin brothers were pioneering these concepts through intuition and business acumen. They understood that to sell tyres, they needed to sell the journey first.

In our current era of data-driven marketing, the Michelin story reminds us that understanding fundamental human behaviour and motivations remains the cornerstone of effective marketing. Sometimes the most powerful applications of behavioural science don’t come from complex algorithms but from simple insights about what makes people tick, or in this case, what makes them drive.

Next time you’re developing a marketing strategy, ask yourself: What’s your equivalent of the Michelin Guide? How might you create value that extends beyond your product while subtly driving demand for it? I say this looking at the EV manufacturers who are marketing ‘the performance’ of luxury EV brands when buyers already know that!

Steve Coulter is a 35+year career sales and marketing professional. Author and researcher of the digital transformation resource ‘The Definitive Guide To Digital Transformation For Legacy Businesses’ and ‘Audit-Fix-Maximise’ a – do the simple things well – strategy for all digital marketers. 

FREE: The Definitive Guide To Digital Transformation For Legacy Businesses

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Future-Proof Your Business: The Ultimate Guide to Digital Transformation Is Here!

The business world is undergoing seismic shifts, and organisations must adapt or risk being left behind. From the economic turbulence caused by Brexit and US tariffs to stringent YMYL (Your Money Your Life) SEO standards, businesses of all sizes face mounting pressures to transform. Legacy organisations, in particular, are grappling with the dual challenges of maintaining operational excellence while reinventing themselves for a digital future.

This FREE, comprehensive guide to digital transformation is designed to help businesses navigate these complexities. Packed with actionable insights, frameworks, and real-world case studies, this resource is tailored for organisations striving to remain competitive in a potentially recessionary market marked by government public sector cutbacks and evolving customer expectations.

Why Digital Transformation Is Critical Now

The stakes have never been higher. Legacy businesses face disruption from agile digital-native competitors who are redefining industries. At the same time, regulatory frameworks like Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) demand authoritative content delivered through optimised platforms. Businesses operating in health, finance, and legal sectors must meet these standards while ensuring compliance and maintaining trust.

Economic shocks such as Brexit and US tariffs have further strained markets, while public sector cutbacks have created ripple effects across industries. Digital transformation offers a pathway to resilience, allowing businesses to optimise operations, enhance customer experiences, and unlock new revenue streams.

What You’ll Learn in the Guide

This definitive guide covers every aspect of digital transformation, including:

– Strategic Planning: Aligning digital initiatives with business objectives and navigating economic challenges.

– Leadership Alignment: Cultivating a digital mindset and driving change from the top.

– Technology Modernisation: Upgrading infrastructure for cloud adoption, cybersecurity, and data-driven insights.

– Customer Experience: Creating seamless omni-channel strategies that meet elevated expectations.

– Workforce Transformation: Up-skilling employees and recruiting digital talent for future-ready teams.

– Search Visibility: Building technical foundations and content authority to thrive under YMYL SEO standards.

Whether you’re starting from scratch or scaling existing initiatives, this guide provides a roadmap for success tailored to your organisation’s unique context.

Contact Me Today

Don’t let disruption define your future Contact Me for a FREE copy of The Definitive Guide to Digital Transformation For Legacy Businesses today and take the first step towards securing your business’s relevance in an ever-changing world.

The bundle includes a 15 chapter comprehensive guide written in a non-academic way, plus a single sheet 5 stage process for SME sized companies with limited time and budgets.

Once you are familiar with the basics of Digital Transformation, myself and team would enjoy working together to transform your business in 2025.

DIGITAL INTEL: Hot Topic – Mastering AI Prompts

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Digital Intel. April 2025 Newsletter. Mastering AI Prompts

 

Your Guide On How To Obtain The Most Accurate Results From AI Apps

In today’s AI-powered world, the quality of your outputs depends largely on the quality of your inputs. Whether you’re using ChatGPT, Perplexity, or other AI assistants, your prompting technique can dramatically impact the accuracy and usefulness of the responses you receive. This guide provides effective methods to craft prompts that extract the most precise and helpful information from AI applications. Honestly, working with (& playing on) AI apps is addictive and I’m finding these resources invaluable for business and for achieving top results.

Be Specific and Detailed

Vague requests yield vague responses. Instead of asking “Tell me about climate change,” try “Explain the relationship between greenhouse gas emissions and rising sea levels, including current scientific consensus on projected sea level rise by 2050.” The more context and specificity you provide, the more tailored and accurate the response will be.

Use the Chain of Thought Technique

When seeking accurate answers to complex problems, ask the AI to work through its reasoning step by step. For example: “Please solve this probability problem step by step, showing your work at each stage and explaining your reasoning.” This approach helps the AI organise its thinking and reduces errors, particularly for mathematical or logical problems. I like Deepseek because the app shows you it’s working prior to the result. It’s sometimes fascinating to watch the process. (Geek)

Provide Examples

Show the AI exactly what you’re looking for by providing examples. If you want a specific format or style, demonstrate it: “Please generate three product descriptions following this example: [Product: Eco-friendly Water Bottle] This sleek, sustainable water bottle keeps drinks cold for 24 hours whilst helping reduce plastic waste. Made from recycled materials, it features a leak-proof lid and comes in four vibrant colours.”

Set Clear Parameters

Define the scope, length, and format you want: “Write a 300-word summary of quantum computing fundamentals suitable for sixth form students. Include 3-4 key concepts and avoid technical jargon.” Use Role Prompting. Ask the AI to adopt a specific perspective or expertise: “As an experienced climate scientist with background in oceanography, explain how ocean acidification affects marine ecosystems.”

Iterative Refinement [Important]

Don’t expect perfection on the first try. Start with a basic prompt, then refine based on the response:

1. Initial: “Tell me about effective teaching methods.”

2. Refinement: “Based on your previous response, elaborate specifically on inquiry-based learning techniques for secondary school science classes.”

Request Alternative Perspectives

To avoid bias and get more comprehensive information: “Present three different viewpoints on the economic impacts of universal basic income, including supporting evidence for each perspective.”

Specify Your Audience

Tell the AI who the information is for: “Explain how neural networks function to an audience of business executives with limited technical background.”

Use Formatting Instructions

Request specific structuring of information: “Create a comparison of electric vs. hybrid vehicles in a two-column format addressing: initial cost, maintenance expenses, environmental impact, and driving range.”

Ask for Confidence Levels

For factual queries, ask the AI to indicate its confidence: “Explain the current understanding of dark matter in astrophysics, and indicate your confidence level for different aspects of your explanation.”

Request Citations

For research-based content: “Provide an overview of recent developments in mRNA vaccine technology, citing specific research where possible.”

Test With Counterfactuals

Challenge the AI’s reasoning: “After explaining why diversification is important in investing, describe a hypothetical scenario where diversification might not be advantageous.”

Frame Complex Problems

Break down complex requests into clearly defined components: “I need help creating a marketing strategy. Please address: 1) target audience identification, 2) competitive positioning, 3) key messaging, and 4) channel selection.”

Conclusion

The art of prompt engineering is increasingly valuable as AI tools become more integrated into our workflows. By implementing these techniques, you’ll not only receive more accurate responses but also develop a more productive relationship with AI assistants. Remember that prompting is iterative, practice and refinement will help you discover which approaches work best for your specific needs.

The most effective prompt engineers understand both the capabilities and limitations of AI systems, setting realistic expectations whilst knowing how to push these tools to deliver their best possible outputs.

Naturally, these skills are not for every business owner, entrepreneur or busy manager. I provide affordable consultancy for digital marketing, content creation, SEO, AI optimisation and as a business enthusiast I enjoy seeing the improvement and extra profit generated by our partnership. Please contact me to discuss how we might work together.

DIGITAL MARKETING: 10 Off-Site SEO Hacks

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Off-site SEO is not just those backlinks random people offer to sell you in unsolicited e-mails, nor does it need to be a mystery. Here’s some simple and effective off-site SEO ideas that can deliver relatively quick results. Pick and mix!

1. Guest Blogging on High-Authority Sites

Publish content on established websites in your industry. This provides backlinks from trusted domains and exposes your brand to new audiences.

Target the more receptive mid-tier industry blogs and create genuinely valuable content that addresses their audience’s needs. Include one or two natural links back to relevant pages on your site.

2. Build Relationships with Influencers

Connect with industry influencers who can amplify your content and lend credibility to your brand.

Start engaging authentically on their social channels, share their content, and offer genuine value before asking for anything. Small influencers (micro-influencers) often provide better engagement rates and are easier to connect with.

3. Create and Share Infographics

Design shareable infographics that visualise interesting data or concepts in your industry.

Use tools like Canva to create an infographic around trending topics or evergreen information, then share it on social media and your own off-site weblogs linking back to your site. There are Infographic Specialists you can contact to create more sophisticated designs.

4. Participate in Relevant Online Communities

Become an active, helpful member in forums, LinkedIn, Quora, Reddit, or industry-specific communities.

Find questions you can answer expertly, provide thorough responses, and include links to your content only when directly relevant. Build reputation first, then leverage it for visibility.

5. Leverage Local SEO and Business Directories

Ensure your business is listed consistently across major directories and review sites.

Claim and optimise your Google Business Profile, then systematically add your business to top directories like Yelp, Yellow Pages, and industry-specific listings. Ensure NAP (Name, Address, Phone) consistency across all platforms.

6. Repurpose Content Across Platforms

Transform your existing content into different formats to reach wider audiences.

Turn a popular blog post into a YouTube video, SlideShare presentation, or podcast episode. Each new format creates opportunities for different backlink sources and audience exposure.

7. Build Strategic Partnerships

Collaborate with complementary (non-competing) businesses in your industry for mutual promotion.

Identify potential partners and propose content swaps, joint webinars, or co-created resources. This can quickly expand your reach to pre-qualified audiences.

8. Leverage Social Proof and Testimonials

Showcase client success stories and testimonials on third-party platforms.

Request satisfied customers to leave reviews on Google, industry review sites, or testimonials you can share. Then amplify these positive experiences through case studies that others in the industry might link to.

9. Create Skyscraper Content and Strategic Outreach

Research top-performing content in your niche, then create something significantly better – more comprehensive, up-to-date, and visually appealing.

Use tools like Semrush to find content with lots of backlinks, improve upon it, then reach out to sites currently linking to the original piece, showing them your superior version.

10. Create Your Own Industry Weblogs 

Create and maintain with regular updates independent weblogs relevant to your own industry. These evergreen resources will direct visitors to your site for yours to come.

Publish the kind of information people are searching for in longer form content than your own website. Use Google search and look at the search term suggestions to inspire content. Also, these are great for long-tail keywords.

Quick Tip: Rather than trying all strategies at once, pick 2-3 that align best with your resources and industry, then execute them thoroughly before moving on to others. Track results to see which approaches work best for your specific situation.

I can help with any of your digital marketing solutions, please contact me. 

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Steve Coulter is an experienced SME business owner since 1987. Digital marketing consultant and content creative. Tech-savvy early adopter now helping businesses evolve & grow.​​​​​​​​​​​​​​​​

Originally published on LinkedIn.

 

 

MARKETING PHILOSOPHY: Key Components

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Having confirmed solid foundations in the business and marketing strategy these are the components of a successful marketing campaign.

This typically involves several key components that work together to achieve specific business objectives. Here are some of the most critical elements:

Clear Objectives and Strategy
Goals: Define what the campaign aims to achieve, such as increasing brand awareness or boosting sales.
Strategy: Develop a comprehensive plan that outlines how these goals will be met, including target audience identification and messaging.

Understanding the Market and Audience
Market Research: Conduct thorough research to understand the target audience’s needs, preferences, and behaviours.
Segmentation and Targeting: Identify specific segments of the market to target with tailored messaging.

Compelling Message and Content
Message Clarity: Craft a clear and compelling message that resonates with the audience.
Content Creation: Develop engaging content that captures attention and conveys the intended message effectively.

Media and Channel Selection
Media Channels: Choose the most effective channels to reach the target audience, such as social media, email, or traditional media.
Cross-Channel Integration: Ensure a seamless experience across multiple channels to maximise reach and engagement synergy.

Budget and Resource Allocation
Budget Planning: Establish a budget that accounts for all campaign costs and potential risks.
Resource Allocation: Ensure that sufficient resources are allocated to support campaign execution and evaluation.

Execution Plan and Timing
Project Plan: Develop a detailed project plan that outlines timelines, milestones, and responsibilities.
Timing: Identify the optimal moments to launch and adjust the campaign based on audience receptivity.

Monitoring and Evaluation
KPIs: Set key performance indicators (KPIs) to measure campaign success, such as sales revenue, customer retention, or ROI.
Continuous Evaluation: Regularly assess campaign performance and make adjustments as needed to optimise results.

So…
By integrating these components, businesses can create effective marketing campaigns that drive engagement, conversions, and long-term brand success.

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Steve Coulter is a sales & marketing consultant & creative with 35+ years in senior leadership & entrepreneurship, primarily in automotive & online. A tech-savvy early adopter helping businesses evolve & grow.​​​​​​​​​​​​​​​​

First published on Linked-In,

DIGITAL MARKETING: The New Kid On The Block.

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I’m going to introduce you to an innovation around Internet search you have possibly not heard about, but will undoubtedly dominate the conversation (excuse the pun) in the near future.

Every now and then there’s a paradigm shift that alters the way we behave and that moves from something niche, to serious mainstream. Have you ever read Malcolm Gladwell’s The Tipping Point? I recommend it to anyone interested in human behaviour and especially where everyday technology applies.

If you are relying upon your website and its performance in search and in 2025 that means Google, you need to understand there is a new kid on the block who is not going away.

That’s ‘Conversational Search’ or CCAI to give it the correct acronym. The usurper of SEO?

Have you noticed how you might have started to use conversational language in the search field? Example a search ‘Rolex For Sale Near Me’ becomes ‘What are the most popular new luxury watches that hold their value?’.

If people are searching the latter and you’ve optimised your site only to rank on Google or with less relevancy or authoritative information you won’t do so well in CCAI, that could have profound effects on your business. As the investment guru Warren Buffet says ‘If you have all your eggs in one basket, you better keep an eye on the basket’. I’d put money on the majority of business owners being myopic about their Google ranking with little interest in alternatives. Let’s be honest, people like me exist because many businesses are not even strong on Google!

So, is CCAI the future of online information retrieval? In January 2025, the landscape of online search is rapidly evolving. CCAI is gaining traction and challenging the traditional search paradigm nowadays dominated by Google. But could it replace the search giant and undermine our SEO tactics? I’m old enough to remember the Nineties where ranking, even inclusion on Yahoo was vital to search success. Anyone remember Alta Vista?

Advantages of Conversational AI Search

  1. Natural Interactions: Users can ask questions in their own words, making the search process more intuitive and user-friendly.
  2. Direct Answers: Instead of a list of links, CCAI provides concise, contextually relevant responses, saving time and effort. Great for research.
  3. Personalisation: AI can tailor responses based on user preferences and previous interactions, offering a more personalised experience.

Challenges and Limitations

  1. Accuracy Concerns: While improving, we’re still at ‘Ford Model T’ stage, AI can still misinterpret queries or provide incomplete information.
  2. Data Recency: Traditional search engines often have more up-to-date information, crucial for current events and rapidly changing topics.
  3. Comprehensive Results: Google’s vast index and sophisticated algorithms still provide a broad range of sources and perspectives although have you noticed how dated many search results are nowadays?
  4. Self Referencing: A real issue with AI is self referencing, where results from AI are included in new website content, thus in time overemphasise importance.

My Verdict

While Conversational AI search is making significant strides, it’s unlikely to completely replace Google in the near future. Instead, we’re moving towards a complementary ecosystem where both technologies coexist, each serving different user needs and preferences. As professionals, it’s crucial to stay informed about these advancements and consider how they might impact our industries. We’ve become complacent with Google SEO fettling, the future of these new search alternatives is exciting, and it’s clear AI will have a role in reshaping it.

What are your thoughts on the future of search? Have you begun to use conversational language in your Internet searches? What will you do to create content that searches effectively in all models?

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As ever, please Like, Share, Save and Follow and please contact me if you would like to discuss improving your digital marketing and growth strategy.

SOCIAL MEDIA: Back To The Futurism 3

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Futurist Preamble Ramble Pt.3:

The Clubhouse app analogy. Like attracts like, people follow those they respect and meet more like minded, all these people invite their friends to join the app and a ripple effect of like minded & a virtuous circle. An app that existed before the pandemic but floundering, came alive when we were stuck at home and realised that interactive podcasting meant you could contribute to the discourse of your pet subjects and interests. Typically, the larger platforms are now on the bandwagon with their own offerings. Speaking and sound was the last of the senses to be properly catered for by Social Media, the effect of hearing tone in someone’s voice is more personal than text creating an unexpected hit. Unexpected seems to be a thread.

At the creator level, ideas from people across the world are disseminated and applied to individual markets. Collaboration is a natural effect.

On a buyer level, obviously influencers are embedded, but micro influencers are targeting a smaller niche audience from subsets of interests. It’s simpler to market a niche product or service than larger.

How many have dyed their own hair during the pandemic and how many have sought reviews online? Some ultra agile smaller brands have capitalised mightily in the last twelve months by creating simple to use products and receiving rave reviews. The rise of the #RavingFan !

Social Media Groups are simple to create and market to. Brands who interact at a quantum level in these forums build trust in a subscriber that they are the most qualified supplier of goods and services (Social Listening). Backed up by encouraging great feedback within these forums and the Internet in general. Your brand’s clean fingerprints have never been more vital in a world where you simply cannot erase a poor review.

SOCIAL MEDIA: Back To The Futurism 2

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Futurist Preamble Ramble Pt.2

Creatives can use Blockchain as a method of dating and copyrighting their output – Intellectual Property is becoming critical when nation states are prepared to steal copy ideas and products. Leading creatives will create a Cryptocoin that reflects any rise in their stock. Imagine investing in designers Johnny Ive, Dieter Rams or architect Frank Lloyd Wright stock at the beginning of their careers.

The development of creator to brand exchanges where creatives will bid for work and brands can pick from the most competitive and creative talent to bring new messages to their customers.

We have only scratched the surface of the effect of Blockchain and Cryptocurrency. There is nothing to prevent well known brands jumping this bandwagon, encouraging investment in their coin generating interest bearing tokens that can be exchanged for limited edition products, uniquely offered sale goods and media launches and cross brand endorsements. Brands expanding outside of the regular economy into the decentralised economy that even countries like the newly independent Great Britain*, a G7 economy are considering entering – maybe tied into Free Port policies.
*I am Remainer lol but we are stuck with Brexit so we have to make it work.

In summary, a new breed of independently funded creators will provide infinite new competitively priced content to brands wishing to personalise their offerings to a savvy consumer.

Convenience
Consumers want Ease, Speed, Reliability & Consistency.

The rise of apps. Expedited delivery. Free Returns

Tribes & Influences
People want advice from like-minded people or people they admire & respect. We all want to belong.

They want to support brands they relate to and admire too. Cont.

 

SOCIAL MEDIA: Back To The Futurism

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More of the brainstorming from last week’s futurist marketing think tank.

Futurist Preamble Ramble Pt.1

The pandemic has enabled work from home and freelance culture. #WFH This was coming down the tracks with inevitable automation of industries but accelerated due to national lockdown policies. Home schooling (Child & Adult) and public service broadcasting was simply enabled to accommodate this. Surely a key to future economic prosperity would be a permanent extension of learning via television and Internet resources.

Millions of people around the world may become or are already unemployed or soon to be laid off when stimulus and furlough ends. Disruptors will radically alter industries like banking and law one by one as the dots are joined between industries to create recombination businesses like Air BnB and Uber. These were unthinkable a decade ago, but technology and the acceptance to use apps on smart phones by the general public plus price competition is fuelling this rise. The more sophisticated the apps become the more personalised and effective the offering will be to sectors of the demographic.

Already AI embedded plug-ins will track your e-commerce website journey and pigeon hole your behaviour then tailor a specific discount or offering to your buyer type. Rather like the person in a store who makes a purchase when an assistant only has to say “Have you tried the orange top with the blue skirt?” Until now sites like Etsy could only offer you a blanket discount across your range, added to their commission this was prohibitive. Imagine how profit can be increased when on an individual basis you offer only what you need to give to gain a sale? Or recognise a re-visitor who wants something no longer in a sale but would buy with a small incentive.

The New Creator Economy means self employed freelance creators will need to be ultra creative and competitive to create content and bandwidth to make an income. I’ve started using the hashtag #ultracreatives

These will be prolific, high quality content creators.

Cont.

SOCIAL MEDIA: Brainstorming The Future

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Apologies for neglecting my weblog posts, reality keeps me from what I love to do. Some unfinished brainstorming for a Clubhouse friend prior to her Digital (Auto) Dealer Conference presentation ‘Digital Dopamine’ in Florida last week. Broken down into four Instagram posts there’s content in here to apply to your overall thinking. I enjoy applying my experience in retailing and retail advertising / marketing and adding in current shifts in buying trends and expectation. Of course also what is state of the art coming down the tracks at us all. If you’d like to add commentary and your own ideas as a collaborator please feel free to do so in the comments. As ever, please Like, Comment, Share & Save especially the latter which are vital to being on the correct side of the altered Instagram Algorithm. Are you aware of this? The brief was to think tank external influence on selling mid pandemic, post pandemic and through the era of disruptive businesses. Feel free to contact me if you would like to add to the discourse, it’s an ongoing project.

1.Path to sale

Tribes & Influences, Restrictions, Budget, World View, Brand Values (fairness, Green, ethical investors etc.) The Big Picture, Media, Contemporaries, Dominating Values, Funding, Research

2.Inspiration & Decision

Brand attitude to staff and customers, Socially Aware, Reaction to newly taboo methods like fast fashion, plastics etc. Personalisation, Greater Purpose, Entertainment, Engagement, Trust,

3.Buying Experience

Convenience, Feeling Appreciated & Valued.

4.The Sale & Follow Up = Path To Next Sale

Serving (Explaining & serving not selling) Simplicity, Speed, Courtesy.

5.The Future

The End Of Pandemic (Withdrawal of stimulus, furlough), The Creator Economy, Blockchain uses. More recombination industry disruptors. Social Funding / Universal Basic Income – impossible to avoid?Security & Intellectual Property, Artificial Intelligence, 5G / Internet of Things, Sensitive to Sustainability, Protection of Employment, Reduce Consumption, Re-Use & Repair, Alt. Energy & Products Yet Unknown, Gamification, Transhumanism.