Attacking a lead is such a simple concept yet why do so many sports teams and companies not do it? Defending is easier than attacking because it demands more effort, more energy and more skill. It's easier to sit back and protect what you have. This is why loss aversion is such powerful influence in human behaviour. We all know about Blockbuster, Nokia and Blackberry. What about NZ Ag? Attacked or defended environmental concerns? Fonterra? Attacked value add or defended WMP? Meat companies? Back foot or front on alternative proteins? Don’t get complacent. Don’t defend a lead, always attack one. It’s much better that way for everyone. Except for your competitors. Best to keep it that way...

Intrinsic motivation is the single biggest attribute I look for when I help clients recruit and manage sales teams. I define it as “the ability to kick their own arse”. Easy for any sales recruit to claim at interview but harder to prove. There are certain markers, or behavioural traits, that signal intrinsic motivation. If observed, these traits validate any claim of intrinsic motivation because it’s not what people say, it’s what they do that tells you what you need to know...

Politicians compete for power in their constituencies and rural marketing and sales teams should be no different. Whilst many dislike politicians, these elected representatives compete every 3 years so we can learn a lot from them. Here are my top 6 lessons for rural marketing and sales teams. I’ve also included a special 7th...

For those that know me I like to read. As an agri-marketer this book stood out and reinforced the same dominant thematics NZ Ag needs to heed: culinary tourism, disruptive innovation, kaitiakitanga, exponential technologies and the importance of terroir. Below are summaries from some of my favourite chapters.

When you’re next looking at your rural marketing budget and plans, think broader. Consider the other channels available whether it be owned, earnt or paid media using great content. Influencer and relationship marketing strategies can be effective too. Hit and hope, spray and pray advertising should never be your only option.

How effective is National Fieldays for sales and marketing? Is it the lazy option i.e. build it and hope they come or is it the smartest option in the NZ Ag calendar? The answer will depend on who you ask. In some cases, you might find Fieldays masking an ineffective marketing manager or marketing plan...

If every one of us has different DNA, why do we insist that our Ag companies have to share one central story? Are we commoditising the very thing that's supposed to differentiate us? Storytelling is fast becoming a default panacea to most marketing woes. NZ Ag needs to go deeper than the basic consumer expectations of free range, animal friendly, hormone free and grass fed. If we don't, we're playing catch up footy to a protein-substitution game that's already moved up a league.