JKR

Simon Gulliford

Lessons from Simon Gulliford

Platform met again on Tuesday when we were lucky enough to hear from Simon Gulliford.

Simon is not your typical marketer. Starting as a lawyer, he then did an MBA before heading up the marketing faculty at Ashridge Management College.

He then became a marketing consultant working for and within an array of different businesses. He is most proud of re-launching Selfridges whilst at Sears, creating FHM when at EMAP, re-shaping perceptions of Barclays and most recently refreshing Standard Life while CMO.

Simon shared 10 Undeniable Truths:

1. In the long term price goes down
If we accept the reality of free markets, then we have to accept the reality that prices go down in the long run (house prices in London being the exception!). The erosion of margins force us to increase efficiency.

2. Clever people make things more complicated
The truth is, cleverness can often lead to unnecessary over-complication. Simon’s advice is “Just tell it how it is”.

3. Simplicity is the ultimate sophistication
Customers value people that make things simple for them. Don’t let your own needs obscure the needs of your customers. And don't assume that more choice is more desirable.

4. Scale is infected by the tumour of waste
You can only realise the benefits of scale if your fixed costs remain the same. If not, growth can lead to ever expanding departments that only cause you to lose sight of how to beat your competition.

5. Distance makes you push…nudging is better
Don’t force yourself on your customers. It’s such a fine line between nurturing a relationship and driving a customer away. You need to get to the stage where customers feel comfortable receiving your message - always better to nudge than to push.

6. The new model always becomes THE MODEL
Whenever there’s a breakthrough, an operating system is created which is perceived as the model. Someone then comes along, makes it better and that becomes the model. Don’t chase what currently exists - make something better.

7. Percentages are the enemy of clear thinking
Percentages mask what you are actually trying to achieve. Always plan for the behaviour you need to change, not the percentages you hope to achieve. Remember 90% customer satisfaction means 10% of your customers are dissatisfied!

8. Constraint drives creativity
Genuine breakthrough thinking comes from a tightly defined constraint. The pressure that’s created forces the most creative solutions. Technological advancements made in times of war are a great example.

9. Disagreement is a pre-requisite
You can’t distinguish yourself from your competitors by focusing on what makes them great. By disagreeing, you can differentiate to make yourself better.

10. Courage is narrowly distributed
Given the option, people all too often go for the safe choice. But by playing it safe, you’re taking a risk. Be brave and forward thinking.

The next Platform is on 18th October when our speaker is Tim Warrillow, Founder & CEO of Fever Tree. Places are in high demand but if you’d like to come along e-mail Amy at amymaw@jkr.co.uk and she’ll do her damnedest to get you onto the list.