What Businesses Need To Focus on for an Easier And Better Year

What Businesses Need To Focus on for an Easier And Better Year

Hello to you in 2022!

May this be a better and easier year for you all. And may you find your work compelling.

It’s hard, otherwise, to feel happy and motivated to spend the necessary amounts of time and energy there.

That’s why who you work with is so important. Of course, that’s within your own company. But also, it’s the customers and clients with who you constantly interact.  

When you choose the right customer for you, you create the circumstances for intrinsic motivation – that high-quality motivation that gives rise to the best long-term outcomes. Meaning that your business will be more profitable, and connecting with your customers will be more pleasurable. Choosing the ideal customer for you is essential to making your work and life easier and more rewarding. 

In our case, we work with people when it is clear we can help them, plus they are people who energize us. It’s always a symbiotic relationship. The right clients give our work meaning. In turn, our clients benefit from our heightened levels of creativity, persistence and motivation.

Who you work with is a living thing.

Many businesses develop buyer personas of their ideal customers to help them connect. Be sure to revisit them as your internal and external circumstances change – which, considering the times we are in, is likely to be now! 

We like to imagine what our customer thinks and feels as they go about their day. That way, we can empathize and identify with them. This practice keeps us engaged and ensures we serve them in the best ways possible.

Here’s an example

Meet Sam, a fictional buyer persona we’ve developed which helps us envisage one of our target segments.

Sam runs his own business, something he’s always wanted to do. Good Hydrations designs and manufactures high-end water dispensers. And because they allow more people to enjoy the outdoors in a sustainable way, it’s satisfying work.

Just quietly, Sam dreams of one day passing his business on to one of his daughters. He wants to grow it first, though.

Then again, maybe he’ll end up selling it. Either way, he wants to increase the business’s value.

And that’s what keeps him up at night.

Business is definitely busy. But are the financial rewards reflecting that amount of busyness? Sam has many responsibilities and feels pulled in multiple directions. So he’s not as productive at work as he knows he should be. And Sam’s not spending enough quality time with the other important people in his life. For sure, he needs to be more strategic with his time, but that’s easier said than done.

Mainly Sam feels uneasy because the interest in Good Hydrations isn’t consistent. Surely with all the resources he and his company put into ‘marketing’, they should be seeing better results? But all Sam hears is noise around his marketing. It would be a weight off his shoulders if he had a predictable source of customers. After all, he knows he has a fantastic product – if only more people could see its value!

That said, Sam has no interest in being one of those ‘salesy’, pushy companies. He also distrusts the marketing industry and feels like they’re all out to take advantage of him. (Sam’s not yet aware that he can choose marketing that builds trust instead of eroding it.)

Sam knows that marketing is a crucial aspect of any business and reflects that if he understood more, he’d be able to take full advantage of it. But marketing, especially digital marketing, seems so esoteric to him. If only, as with other aspects of his business, there were clear and proven processes to follow, he’d feel more capable.

As a thoughtful person, Sam considers what success would look like for him. What would give him peace of mind?

Firstly, he wants to be and feel on top of things at work. No more racing to get things done when he’s not even sure they’re the right things to do. No more feeling like he’s missing out because he’s not clear on the best ways to invest his resources.

And he wants to be able to be sure that his suppliers and marketers are delivering on their promises. Because Sam is a perfectionist professionally, he has high expectations from all his suppliers and his own company and staff.

In fact, if all his staff were happy and engaged at work, and business was obviously improving, he’d feel satisfied and take greater pleasure from work.

Sometimes, Sam considers throwing in the towel and finding work with fewer responsibilities. But never for long. Because really, he loves his business; he just needs a better version of it.

Insights into Sam’s thoughts and feelings direct us in several ways. One of those is how we can make his life better.

Sam needs to be less overwhelmed and time-poor, and more in control. We can help by teaching him and his colleagues about effective digital marketing, a transparent step-by-step process. Then we can teach them how to implement it and measure its effectiveness.

We’ll guide him to create his strategy. And his business will know which tactics to direct time to each day. He won’t feel ‘salesy’ and won’t have to commit to huge overheads. He’ll gain confidence. And his staff will value his leadership even more.

With all that marketing noise gone, Sam feels present at work and with family and friends. Riding to work, working productively, enjoying weekends away with family – he feels good about life.

We help our target client reach their target customer. So they can feel free like Sam. And that’s what makes our work compelling.

Marketing Consulting

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Easy Does It. Reflections for a Better Year Ahead

Easy Does It. Reflections for a Better Year Ahead

What a year 2021 has been!

For most people, it’s been a bit of a shocker, in one way or another. Even for those who’ve managed to achieve great results, it’s come at a price. 

So let’s relax, recuperate, and perhaps reflect on how we can make 2022 better.

What if ‘better’ is also easier? What if we’re making things harder than they need to be?

What could happen in your life if the easy but pointless things became harder, and the essential things became easier?’ asks Greg McKeown, author of the books, Essentialism and Effortless.

So we asked ourselves; From a business’s perspective, what’s essential? The answer: Customers.

Which begged the question; How do we make it easier to have customers? The answer: Knowing them well.

So as you relax, soaking up the sun and those festive vibes, you might like to take a look at the people around you. And ask yourself, who would you be excited to work with? Who would you enjoy connecting and interacting with? Who could benefit most from what you offer? Indeed, who would you love to be your ideal customer?

Muse about the life they lead – their story. What do they do for work and play? How do they relax? What keeps them awake at night? Do they play sport, go to the theatre? What are their pet peeves, and what do they love? Where do they go on holiday, and where do they go to be informed and entertained? Who influences them, and who, in turn, do they influence?

For now, let your story steep, giving you more of a feel for your customer. And that’s enough.

After the break, we’ll dig into more marketing-specific aspects of your target audience. Because once we’ve understood what is essential (our customer), we’ll know how to approach them, communicate with them. We’ll know what they truly want.

The last couple of years has rubbed our noses in the fact that there is much that we can’t control. But why not be intentional about what we can? Let’s not make things harder than they need to be.

Once you know your customer, your impact and effectiveness will be optimized. Or, to put it another way, everything will be easier.

So here’s to making things easier for ourselves and others in 2022!

Wishing you all a happy Christmas and revitalizing holidays,

Aleks & Deborah


Marketing Consulting

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Digital Marketing Strategy Condensed – the fundamentals leaders need to know

Powerful Digital Marketing | oktorise.com | Marketing Consulting & Digital Marketing Coaching

Digital Marketing Strategy Condensed – the fundamentals leaders need to know

When your business is strong, and the outlook is promising, you can feel on top of the world. But if you’re like most people, you know your business could always do better, and you’re uneasy about the future.

Although we can’t control the future, you as a business leader want to have the greatest positive impact on how your company handles whatever comes your way.

One of the best actions a leader can take to strengthen their company is to learn the key principles behind effective digital marketing.  

Consider this:

Businesses need clients or customers. You could even say that a business without customers is not a business at all. I’d call it a pricey dream.

So, if customers are so crucial to your business, wouldn’t you want to know precisely how to find and keep these treasures?

Digital marketing has become the most effective way to attract customers, make them happy and keep them coming back. As digital marketing increasingly becomes THE way to remain relevant, it follows that business leaders need to be on top of it. 

Of course, this doesn’t mean you need to have a working knowledge of all the marketing tactics and implementation. That’s what marketing professionals are for. It means that when you, the leader, thoroughly understand its fundamentals, your business’s digital marketing will have more power to do good for your business.

It’s up to you, as a leader in your business, to proactively rally your whole organization behind digital marketing.

Not convinced it’s the best use of your time right now?

Usually, you can’t get stronger unless you build on your weakest muscle. 

Is digital marketing knowledge your weak muscle? If it is, no doubt you want to strengthen it. But perhaps you’re only resisting wholehearted engagement with digital marketing because you’re unsure of what exactly it involves.

We know that uncertainty is paralyzing, particularly when you have many other things on your plate that need addressing. So we’re going to give you a head start by outlining the powerful keys to digital marketing. 

When the fundamentals are clear, you’ll be on track to communicating clearly and consistently with: 

  • your executive team
  • the rest of your organization
  • external marketing professionals

A leader who understands how their marketing translates into strategic digital marketing is better equipped to help everyone in their business feel like they’re on the same page. And thus, they create much-needed stability.

In this post, we’ll define what digital marketing actually is (as opposed to what most people think it is). And then, we’ll lay out the core of what every business leader must know if they want to take full advantage of digital marketing. 

But you’re not sure if digital marketing is relevant for your business?

Just in case you think that other businesses need digital marketing, but not yours, consider the last important purchase you made. You’ll probably remember doing some online research before buying. Whether you needed an accountant, new packaging for your business or a lawnmower, chances are, your purchasing decision started online.

Every business needs digital marketing, regardless of industry, product or service. 

What is Digital Marketing?

Digital marketing is all about meeting your business goals with the help of online marketing tactics. Social media, search marketing and email marketing are the prime examples.

To put it another way, digital marketing has the same core principles as traditional marketing. Still, it uses different tactics so that your business can connect with today’s customers.

Why bother?

Digital marketing done well will allow you to be at the same places online that your customers are. 

And, not only does it remove any hurdles for your customers, it allows them to interact with you. People are no longer satisfied to be told by businesses what they should or shouldn’t buy. They demand the agency of a two-way conversation.

Lastly, an excellent digital marketing strategy will prevent you from making ineffective and costly tactical decisions. It eliminates endless choices and protects you from Shiny Object Syndrome.

Free Glossary for Business Leaders

The Digital Marketing Terms You Can’t Do Without

Start at the heart

Most leaders know that their customers are the heart of their businesses. Whether traditional or digital, all good marketing is built around them. So the good news is, you’re off to a good start if you’ve already thought deeply about whom you serve. You need to nail it before you begin because effective digital marketing is exceptionally targeted.

To be laser-sharp on your business’s target customer, carefully consider these questions:

  • Who is your target customer?
  • What are their demographics?
  • What are their goals and values?
  • What are they trying to achieve?
  • What challenges do they face?
  • Where do they get their information?
  • What stands in the way of them purchasing your product?
  • Who influences their purchase decision?

Pay close attention to the last question. If you’re in a more complex business environment, like some B2B companies, don’t forget those who influence a purchase decision but may not be the paying customer.

Your most important investment is the time and thought you put into your customer in this first stage. It will prevent all your other investments from falling on fallow ground.

Of course, your business can have more than one target customer.

Next, look after that heart

If understanding and articulating WHOM you serve is the first step in your strategy, defining WHAT value you give them is the second.

WHY would your customer choose your product or service? This value proposition is a combination of the product and all the other benefits you offer your customer. Digital marketing is particularly good at adding benefits, generally in the form of content and convenience.

Think about what your product will ultimately achieve. It’s easy to forget the drill and hole concept, so we need to revisit it at every point in our digital marketing strategy.

For best results, make sure the value you provide is unique, answers a specific need and is clearly communicated and delivered.

The Customer Journey

To take us to the fundamentals that are more specific to digital marketing, we’ll defer to Ryan Deiss, the CEO of DigitalMarketer and author of Digital Marketing for Dummies. He writes, “The role of your digital marketing is to assist in moving a prospect, lead, or customer from one stage of the customer journey to the next.”

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DigitalMarketer’s Customer Journey Canvas

Understanding the customer journey is key to understanding digital marketing. It may sound like jargon, but it’s just the path a person takes from first becoming aware of you to becoming your customer and even your actively promoting fan.

Just as you don’t make a marriage proposal on your first date, you don’t offer your product/service before building a good relationship with your customer. Many companies make this mistake. Sequence matters because right now, only 3% of your market is actively buying, 57% are not ready, and 40% are poised to begin. That means, taking the time to understand your customer’s journey will allow you to provide them with the right information at the right time. Then you won’t get dumped prematurely.

This procedure can be daunting. Thankfully, you can use Digital Marketer’s proprietary and straightforward 8-step process called the Customer Value Journey. Used by the experts, it’s a tried and true tool for crafting your digital marketing strategy.

Stages in summary

Aware: People can’t buy from you if they don’t know you exist, so you need to get on their radar. To get their attention, entertain or inform them, you can use advertising, blog posts, social media, etc.

Engage: This is where you start building an emotional relationship with your customer. They don’t know, like or trust you yet. It’s best to use multiple channels at this stage, which will allow you to deepen your relationship with them. Emails, online communities and customer support are good examples. Engagement doesn’t stop here – it must continue throughout the customer journey.

Subscribe: You’ve built up some trust and now it’s time to ask for a small commitment. When a prospect subscribes to you, they consent for you to email them. Be sure to offer something they want; otherwise, you probably won’t hear from them again. Consider giving a webinar, a free sample or a report, for example.

Convert: Some of your subscribers like and trust you to the extent that they’re happy to make more of a commitment to you (in the form of time or a small amount of money). The key to this critical stage is to give your prospects plenty of value without asking them to put much skin in the game. It’s not about profit here; you might even lose money. The conversion stage is where you aim to transition your subscriber/follower to a customer. You could offer a webinar, a free strategy session, or an entry point offer.

Excite: Your small transaction with your new customer has created excitement by giving them a memorable experience. Now is the time to build up that excitement, inspiring amity and trust. Actually, this is the stage where customers often have their ‘ah-ha moment’. You need to engineer an experience for your customers, where they go from thinking your product would be nice to have to where they must have it. So, to make customers especially happy and move them to the next stage where they will make more valuable purchases, offer tips for getting more value from their purchase or a quick, tangible win.

Ascend: This stage is about repeat purchases and real profits. Until now, you have been investing in your future by converting prospects to customers. Now you want to really look after your customer, so they’ll keep coming back. So this is the time to offer your business’s core offer. You can make their experience with you even better with simple up-sells, add-ons, etc.

Advocate: You now have a happy, multi-buying customer. Satisfied customers generally enjoy sharing their positive experiences. Still, at this stage, they are passive when it comes to telling others how good you are. Therefore, encourage them by asking them to write a review or share a post, for example.

Promote: In this stage, we aim to move your loyal customers from passively to actively promoting your product or service. For their audience of family, friends, fans and followers, they are a trusted source of information. Therefore, their recommendations are precious for your business. These special customers may promote you just because they feel like sharing their great experience or because you’ve also given them an incentive. If ethical and appropriate, consider forming an affiliative or commission-based relationship with these people.

The Final Key to the Customer Journey

You need marketing campaigns to prevent your prospects and customers from falling by the wayside between stages. Because each is unique, it doesn’t work to have one campaign for all the stages. Your marketing campaigns need to purposefully address each stage separately and strategically unite them to optimize the overall journey.

You know your digital marketing is doing beautifully when you see people moving swiftly and smoothly through each of the eight stages of your customer journey.

Some Tips to Wrap Up

  1. Regularly measuring helps you establish what is working for your business and needs to be optimized. Be sure to gather, evaluate, understand and act on the correct data.
  2. Be consistent. If your digital marketing, or any marketing for that matter, is seasonal or campaign driven, you won’t get traction. So your efforts will be discouraging and wasteful. And perhaps more importantly, inconsistency often results in people mistakenly judging a valuable tactic to be ineffectual, then discarding it. So remember to deliver steady, quality information, carefully coordinated with marketing campaigns across different platforms.
  3. Make sure an expert leads your digital marketing. Even though traditional and digital marketing fundamentals are the same, digital marketing is a particular skill set. Unless your excellent marketing colleague has learnt digital marketing, their digital marketing results will usually be unimpressive.

People talk about how digital marketing is constantly evolving and how hard it is to keep up. But really, it’s just technology changing with tactics responding. The fundamentals remain the same. Taking the time to understand our customers, how they communicate, why they would buy our product or service, and meeting them where they are is what it’s about. Gurus and ‘quick fixes’ are just red herrings.

As a business leader, one of the most empowering things you can do is to learn the foundations of digital marketing. This knowledge will give you the confidence to decide what your business does or doesn’t need if a marketing services provider recommends. Moreover, it will equip you to sort the good from the bad when you invest in digital marketing expertise. And you’ll have the know-how you need to rally your organization behind it.

oktorise-024 | Powerful Digital Marketing | oktorise.com | Marketing Consulting & Digital Marketing Coaching
Open new doors and discover customers where you haven’t been before. Never look back.

Digital marketing is part of business strategy. You don’t want to lie in bed at night hoping that someone else has got it covered.

If you’re only as strong as your weakest muscle, it’s great to understand how to build it up. And when you work on it, your business will thank you.

Free Glossary for Business Leaders

The Digital Marketing Terms You Can’t Do Without

What Marketing Actually is and Why Businesses Should Care?

What Marketing Actually is
and Why Businesses Should Care?

Marketing is the function of your business responsible for creating value, communicating value, delivering value, and exchanging value with your customers.

In this post, we’ll demystify marketing. What it is, what it definitely is not, and why knowing this will help you.

Our businesses can provide for the life we dream of and be so valuable to our customers that working is a pleasure. Your business can be irreplaceable, even adored. And this level of gratification very much depends on the quality of your business’s marketing function.

It’s like this

If you picture your business as a plane, your products/services are its elegant wings. You, your people and your other investments fuel the flight. And your marketing is your plane’s engine.

Even as you need wings for flight, marketing is the function of your business that will lift you higher and propel you forward. As a business, you can glide along on wings for a while. But a quality engine will move you faster and put your business on a surer footing into the future.

What marketing is not

Are you put off by the ‘M’ word?

Marketing is a crucial factor in the success of nearly every business. Still, at the same time, it’s become almost a dirty word. So why the disconnect?

Maybe it seems a bit opaque and inexact.

Or maybe you associate marketing with advertising, manipulation and tricks. This is understandable and very common.

Actually, when business owners question the value of marketing, they usually confuse it with lesser marketing communications tactics. Advertising, selling, a website with SEO, social media, etc., are just small parts of marketing. And manipulation should have nothing to do with it.

What is it then?

True marketing creates positive outcomes for both you and your customers. Even if you love your product and service, customers will only turn up for you if they see the value for themselves.

And value is the key word here, so what is it?

Unfortunately, ‘value’ has become a victim of its own success and is now a business buzzword. Like all business buzzwords, it gets watered down by misuse. Put simply, benefit minus cost equals value. And these costs and benefits are often not monetary. It’s been said, ‘There’s no such thing as too expensive; it’s just that things either have value or don’t have value.’

Therefore, how can you knock your customers’ socks off? What do you need to do for the value to be so apparent to your customers that they wonder why they wouldn’t come to you?

Consciously creating value is a central marketing principle. And without it, business owners are leaving money on the table all the time.

If you think it’s all about you, you’re missing out.

Beware of creating a product then looking for ways to sell it. Called ‘product concept’, this is the traditional but dated way of operating that requires lots of hard selling. The job is not to find the right customer for your product, but the right product for your customer. This is a marketing concept that results in both a more prosperous and a more gratifying working life.

Therefore, one of the responsibilities of a marketing function is to help your business understand your customers’ needs and desires, both unspoken and explicit. Everyone in your business can gather the information that will allow you to be relevant to your customer and to communicate with them effectively.

But at the heart of any successful value creation is a great product or service. Everything that happens before your customer or client starts using your product or service is just a marketing promise.

The aim is an honest win-win, where there’s positive value for both your business and your customers. This is how you build trust and long-term relationships.

Marketing in the real sense of the word helps businesses purposefully create an entire customer experience that your customers are happy to invest in repeatedly and to tell others about. Your whole organization unites to contribute to this value. Which, in turn, creates an engaged and meaningful workplace.

Sounds good, doesn’t it? It’s yours for the taking.

What is a Marketing Plan?

What is a Marketing Plan?

Even when you know about marketing, it can still seem abstract and overwhelming when you try to apply it to your business. With so many balls in the air, most business owners prefer to spend the least bandwidth possible on marketing. At the same time, you want to feel confident that what you’re doing is highly effective.

This is the beauty of marketing plans.

They are living documents that clearly articulate your specific business goals, then take you carefully through the steps to achieving them.

Once created, marketing plans act as a filter to guide you through all of your marketing opportunities. So instead of worrying about ineffective and costly decisions, you can make a marketing plan and move forward. Then it’s a valuable tool for you to refer to whenever you need guidance in the future.

By its nature, a quality marketing plan is a simple document. Strategic marketing plans will step you through complex business environments when designed by experts with creativity and vision. The best is refreshingly jargon-free, easy to understand and therefore, implement.

Notably, a good marketing plan is relevant to the entire organisation, not just its marketing function. So its creation is a joint effort involving all key business areas from finance and product development to sales and marketing. It’s a unifying and motivating project with big rewards. And it’s a powerful guide and support for solopreneurs.

Do You Need a Marketing Plan?

If you’re happy to spend hours every day on marketing, and you’re confident that you know exactly where your business is going and how to get there, maybe you don’t need a marketing plan.

So it’s a trick question; every business needs one!

Leadership teams find that their marketing function becomes clear to them if they have a marketing plan. They can see exactly what needs to be done to achieve their goals and how to do it.

Because while uncertainty is paralysing, clarity is energising. Marketing plans give businesses clarity, take out the guesswork and reduce risk.

They are the one resource that will optimise every resource your business has.

In short, from one-person businesses to huge multinationals, NFPs, privately-held or public, every organisation needs a marketing plan.

As a living document, quality marketing plans are designed to readily evolve as conditions change. So ensuring your company is adaptable and resilient. As a result, marketing plans are instrumental in times of upheaval, such as now with COVID-19.

Oktorise marketing plans, which we develop together with our clients, are a long-term investment for your company. They’re easy to understand and enjoyable to use. And once created, they provide a motivating platform that will keep your entire organisation aligned.

Get in touch so we can make the most of every resource you have – your businesses’ most efficient path to full potential.

Dream often, dream big! But also, read this

Dream often, dream big! But also, read this

‘Life’s greatest regret is not to reach your full potential.’


I think this quote applies as much to companies as to individuals.

Some people are happy just to make a living out of their business.

Others aim to pass their business on to the next generation or to build their businesses’ value to sell it, all while making a real difference to other people’s lives.

The quote above will probably resonate with those who want their businesses to do more than simply pay their bills.

So what is potential? It’s the capacity to develop capability and traits with effort over time.

Where does capacity come from?

Many things, but the root of capacity is a dream. To be clear, this is not related just to dollars – dreams like that lead to dead ends. Similarly, they must be compelling enough to elicit effort over time.

So, with your dream in mind, set a goal that’s specific and measurable. And then create a plan that sets out how you are going to achieve it.

As Stephen Covey explains so well in his The 7 Habits of Highly Effective People, “All things are created twice; first, the mental conceptualization and visualization and a second physical, actual creation. Becoming your own creator means to plan and visualize what you’re going to do and what you’re setting out to accomplish and then going out and creating it.”

All things are created twice; first, the mental conceptualization and visualization
and a second physical, actual creation.

Stephen Covey

We intuitively understand that most dreams worth having require plenty of effort for actual creation. Thankfully, if the steps to achieving that big dream are mapped out clearly, you won’t need to put in as much effort.

And as much as anything, planned steps deal with the overwhelm innate in big dreams. You could just be procrastinating because you’re overwhelmed!

Give your dreams a chance. Give them structure and the focus of a plan.

If you want your business to reach its potential, start with an audacious dream.

Make it clear and make it wild. Then make a plan and enjoy your work.

Unsure how to steer your business into this uncertain future? Here is the key

Unsure how to steer your business into this uncertain future? Here is the key.

If you’re a leader navigating your business through these uncertain times, the obstacles can seem overwhelming. It’s a relief to know there’s one truism that will always remain the same, regardless of the turbulence around you.

That is; your business has by far its best chance of surviving if you align it entirely around your customer. Let them be the beacon that you steer towards and what makes your business stable.

And then, your commitment to your customer will be key to your future prosperity.

Hopefully, you’ve been keeping on your existing customer’s radar, so you spring to mind first when this is over.

But also, perhaps it’s time for some purposeful recalibration. When you don’t know what the future looks like, it’s best to start by re-evaluating whom you want your customer to be. After that, you can think about how you can best serve them.

I recently worked with someone who said she hated working with builders. And yet, builders made up 90% of her paying customers!

We’ve all experienced how easy it is to fall into patterns and then how difficult it is to get out of them. Sadly, many ties are disintegrating right now, but at least we can thoughtfully and purposefully build new ones.

When choosing customers, consider who inspires you; which people and organisations you enjoy serving.

And make sure you have a strategic marketing plan to help you find, understand and provide value for your customers and define your long-term goals. As an alive, evolving document, a good marketing plan will give you direction in any situation.

If your customers are your beacon, a marketing plan is your friend and guide that will help you traverse the rough terrain towards them most efficiently.

For those of you who already have a good marketing plan and will weather this storm, make sure to revisit it more often than usual during this unstable period.

Businesses are in an uncertain environment that’s changing daily, but focusing on your customers and your long-term goals can give you stability and energy.

History shows that companies that come through the other side of crises come out stronger than ever.

So I’ll sign off with a quote from Charles Darwin: “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

Focus on the evolution of your customer and make sure you evolve with them.

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