What is operating leverage and why should you care? Ignoring the financial mumbo-jumbo, operating leverage represents how having debt can affect a company's bottom line profit. In some cases, Operating leverage can improve a company's profits and in ot...

Business owners can use a PESTEL analysis to assess which macro-environmental elements could potentially impact the success of their business. Each of the six elements of the PESTEL analysis can either impede a company’s growth potential or serve as a ...

Economists looked at why different industries are more profitable than others and defined a model to explain why some have low-profit margins such as airlines and cafes, and why other industries have high-profit margins such as soft drinks and drug man...

Business owners too often market the positives and ignore the negatives, hoping that the customer will not notice their shortcomings. Ignoring what your customer probably already know can be a mistake. Good marketers know how to turn the negatives into...

As consumers, we have a very hard time recognizing a business’s investment in expensive and specialized tools, or paying for a person’s knowledge or acquired skills. All they see is that they are paying a lot for something that didn't seem too difficul...

The human desire for fairness can distort the perception of value and can have unexpected and often catastrophic outcomes, if not handled properly in your marketing.

A common belief in product development, born out of the day of mass markets prior to the long tail economy was that as a product developer, your goal was to find the best and most profitable segment and go all in.

When it comes to marketing there are two primary approaches. One approach focuses on what your offering does and the other is how it will improve their life. Unfortunately, many business owners spend too much time describing all the bells and whistles...

Whether you are writing copy for a landing page, developing a sales presentation, or creating an ad, the structure and techniques used in infomercials can help you achieve greater conversion rates.

Rather than employ a more traditional sales or market-led approach, some SaaS companies have seen serious traction for their offerings using a product-led strategy that uses a freemium version to attract new users.