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Author: Martin Bailie

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Discover the best books for entrepreneurs and marketers and get actionable insights for success.

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We believe spending the effort positioning and communicating a business’s value is an essential exercise to kick start business growth.  If a business is not clear about where its value lies for customers, customers won’t either.

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As part of our quick founder questions series - or QFQs - we spoke to Martin Bailie, cofounder of Elysian Fields about provocative market positioning, lead-generation and the value of meaningful marketing.

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Taking a position is not (just) about having a positioning. It's about taking a stand for something. It makes your 'why' punchy and fizzing. It's about action. It doesn't have to be about activism but it is about action towards a shared goal.

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Focus! That’s the hardest part. But focus on what? And why? The answer is found in investment milestones. We work with founders to help them hit their milestones by applying focus to the important metrics, the drivers of those metrics and the blockers preventing the milestones being hit.

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We see founders and business leaders making them every day. We know because we’ve made the same ones (in fairness we still do!).

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It's hard to build a lasting brand without a focus on culture, purpose and the stories that bind teams. Over time, founding stories stop getting shared (because everyone has heard them) and this is when the glue that holds teams together gets weakened and companies stop working in unison. 

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Here's something we've come to realise... A pitch is a fairy tale and the founder has to make it come true. We help tech startups pitch investors and clients. It sounds simple, but it can actually be a lengthy process because most pitches are not stories that will inspire their audience.

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When you create a new business or need to keep an existing business fresh, it's easy to suffer from blinding product infatuation.

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There’s been a dramatic shift in consumer behaviour. Not just from the lockdown, but now from our emergence back into the fold.

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In response to Don Weinland’s report “Tough battle bringing western brands to Beijing” (January 27): it came as no surprise that brands...