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Capability Development

Inspiring a culture of creativity in marketers

Are we so focused on filling the gaps on digital and functional skills, that we are at risk of losing sight of behavioural skills? While AI and machine learning may take over some of our tasks tomorrow, these human capabilities will become the real differentiators of a great marketer.

By Marie Quillaud & Claire Lundin

Latest videos

Screenshot 2020 10 02 at 12 58 37 Video —
How focusing on the consumer experience can break down silos
Screenshot 2020 10 02 at 13 10 13 Video —
Experience mapping in Healthcare
Screenshot 2020 10 02 at 11 49 13 Video —
The five principles of capability building
Screenshot 2019 11 26 at 16 45 47 Video —
Do we understand the importance of pricing?
  • Screenshot 2020 10 02 at 12 58 37
    How focusing on the consumer experience can break down silos
  • Screenshot 2020 10 02 at 13 10 13
    Experience mapping in Healthcare
  • Screenshot 2020 10 02 at 11 49 13
    The five principles of capability building
  • Screenshot 2019 11 26 at 16 45 47
    Do we understand the importance of pricing?
View all videos

Publications

Offensive Marketing

Offensive Marketing: An Action Guide to Gaining the Offensive in Business

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience.

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Even More Offensive Marketing

Even More Offensive Marketing

This book is a substantially revised edition of Davidson's previous book, Offensive Marketing, and shows how to achieve tomorrow's best practice today, and how to make your competitors followers.

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The Committed Enterprise

The Committed Enterprise

It is easier to describe vision and values than implement them. However this updated paperback edition of The Committed Enterprise shows how to achieve success by understanding the needs of stakeholders and maximising them.

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Social Media Strategy

The Financial Times Guide to Social Media Strategy

Despite 80% of business leaders thinking it important to make the most of social media, 70% admitted that their efforts are currently ineffective - CMI SURVEY. The FT Guide to Social Media Strategy will help you understand how social media works, how to use it to build your networks and deliver business growth.

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Loose

Loose: The Future of Business is Letting Go

The way we do business has to change. One of the greatest weaknesses of many organisations is the delusion of being in control. The future is loose - loose organisations, loose management styles and loose ways of working. Author Martin Thomas describes how more open ways of thinking and operating are beginning to pervade even the largest and most complex institutions, from global corporations to government departments.

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Crowd Surfing

Crowd Surfing: Surviving and Thriving in the Age of Consumer Empowerment

The way people buy has gone through a massive revolution in recent years: thanks to blogs, review sites and chat rooms, we no longer have to rely on what a company says about its products and services - we can read what our fellow consumers think about what they've bought, and make our own decisions bearing those views in minds. The result? Empowered customers who know exactly what they want and who can now explore many ways to get it.

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The Contagious Commandments

The Contagious Commandments - Ten Steps To Brand Bravery

Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance?

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