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You know your business does good work. You know the years you have put in, the standards you hold, the honesty you bring to every client conversation. But you struggle to put that into words that make a prospect choose you over the competition. Small business differentiation usually breaks down at this point: in the…

I usually ask for an ICP document when I first engage with a new customer. Many times what I get is a single paragraph that looks like this: Technical founders, professional services, 15 to 50 employees, Ireland and UK. I can tell there is more than this, but the client cannot articulate it. For them,…

Most SME owners know they need an ideal customer profile but few have one that actually does any commercial work. These business leaders know their best clients when they speak to them. They can describe them in a conversation. The problem is that this understanding lives in their head, not in their messaging. And when…

Last month I ran an audit to evaluate the online presence of sixteen Irish companies in the construction sector. I had struggled to differentiate the offering from different companies at a construction event from their booths and marketing materials and wanted to test if the same happened to their online pages. The results showed that…

This post is a follow up to an earlier article on what I found after auditing 16 Irish construction companies. If you are an SME owner thinking about your positioning, you can start there. In this post is more about how I built the tool, the thinking process and the challenges I encountered as I…

Four weeks ago I attended the National Construction Summit in Dublin. Over the course of the day, I walked around the exhibition floor and one thing that struck me about the booths is that many of them seemed to be different colours of the same message. They talked about quality, experience, partnerships but they didn’t…

I didn’t watch the London Marathon but I’m a running geek, so I watched the reviews, analysed the stats and then something struck me. Adidas had just executed the most perfect marketing campaign without a single ad. Kenya’s Sabastian Sawe crossed the finish line in 1 hour, 59 minutes and 30 seconds. The first person…

In my previous post, I talked about how AI solves the data aggregation problem for SMBs, turning scattered information across multiple platforms into actionable insights. The challenge isn’t a lack of data, cause you have lots of it. The problem is organising, analysing and implementing actions on the back of it before it becomes obsolete…

Businesses collect data every single minute of the day. Even if you’re an entrepreneur running your operation from the dining room, you’re constantly generating information. Call records are stored, emails between you and prospects are filed away, and website analytics provide a deep, complex record of every visitor. Yet the majority of small and medium-sized…