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why

"Yes but we are a B2B company and this B2C stuff doesn’t apply to us!"

Sunday April 17th, 2011 0 comments

How many times have we heard this excuse when working with large businesses entrenched into their orthodoxies? This goes back for me, as far as 1988 when taking my MBA at IMD when some of my friends who had started their career in the industry dismissed marketing and strategic provocations from our tutors… Many B2B businesses have fully taken on…

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"In Praise of the Handshake"

Sunday March 20th, 2011 2 comments

When asked by a new client to describe the Enablers Network, I usually explain that we are no conventional, pyramidal organization but far more an organic and connected community. In our team, seniority is not superiority; we have no contractual agreement between us although we are highly engaged and dead-serious about our values (which we prefer to call “a permanently…

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“People don’t buy what you do! They buy why you do it!!!”

Sunday February 20th, 2011 10 comments

Simon Sinek[1] proposes a simple and elegant model: the golden circle. When talking (as everybody today) about Apple, he challenges its competitors: “Apple is just another computer company… They have the same access to the same talents, the same agencies, the same consultants, the same media, then why is it that they seem to have something different?”. For him most…

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