Acres of Diamonds

Acres of Diamonds

In the famous story ‘Acres of Diamonds’ a wealthy farmer sells all he has in order to seek out a ‘river that runs over white sand between tall mountains’ because he’s sure he will there find acres of diamonds.

His search ruins and bankrupts him and he dies a pauper, far away and all alone. Back at his original farm, the new owner notices a glint in the stream as his camel stoops down to drink, so he scoops up some gravel only to find it is full of diamonds.

Of course, the point of this is that all you need is right there at your fingertips, and we’d suggest in Business it means this.

  • Your customers can tell you want you’re doing wrong and what you need to do to get it right
  • Your team can tell what you’re doing wrong and what you need to do to get it right
  • Your suppliers can also help you find your diamonds
  • And, above all, your lapsed customers and those who have been in touch with you but haven’t purchased from you will have acres of diamonds to share with you

Every time.

You just need to ask them properly (which VERY few Organisations do): sometimes they think they’re asking by doing ‘customer surveys’ or ‘suggestion schemes’, but these tend to be very barren on the diamond front because they’re the wrong tools!

So instead, most people instead waste vast amounts of time and money on quick fix marketing and searching for the Shangri La solutions to their problems.

And all the time, it’s right there in front of them.

Please contact us at for our free SHORT ebook on this subject called ‘The 7 Deadly Sins of Feedback (and what to do about them)’!



What sort of marketing works best?

What sort of marketing works best?

Oh, the time honoured question!

Henry Ford once famously said, ‘I know 50% of my marketing works, I just don’t know which 50%’

The good news is that we’re living in an age of easier measurement and trackable customer behaviour.failure is the opp

The bad news is that there has been an almighty explosion in routes to market and competition is springing up all over the place … often where you expect it least.

we suggest that the whole marketing ‘funnel’ (which isn’t really a funnel at all) should be turned upside down, and marketing should focus on the following sequence of events.

  1. Feedback and engagement with customers to find out what will make them more loyal, and what we can do to achieve this.
  2. Reputation and referral building systems.
  3. Once we’ve achieved that, then gather feedback from existing customers, lapsed customers and ‘not yet’ customers on routes to market and why they chose you.
  4. Then, and only then, develop new marketing processes
  5. Start small, test and measure, then build systematically

Most marketing budget and activity is wasted – adverts and logos may look cool to you, but if they don’t generate at least 10x their cost in new business, then they’re probably a waste.


Please contact us at for our free SHORT eBook on this subject called ‘The 7 Deadly Sins of Sales (and what to do about them)’!



How to Go the Extra Mile?

 How to Go the Extra Mile?

There’s always lots of marketing talk about ‘Going the Extra Mile’ and it sounds sexy, doesn’t it?

Well, here’s a little secret that not many people know –  it’s not realistic or a good idea (it’s just a marketing phrase which sounds cool).

It’s not realistic because it’s too far and you’ll create unrealistic aspirations for your customers and fall flat on your face. If you deliver a bunch of flowers with their order today, they’ll hate you if you don’t do it every time going forward.

And it’s not a good idea, because ‘great leaps forward’ usually leave you with more problems than solutions because you haven’t been able to think everything through and implement them properly. How many times do we hear of large re organisations within businesses, just to see their service to us fall to pieces?

So don’t get hoodwinked by the sexy marketing drivel. Put customer focused ‘Go the Extra Inch’ systems into your business and improve by continual small steps from everyone every week.

It’ll give you fantastic progress over time, very happy people and a world class reputation (if you do it right).

Please contact us at for our free SHORT ebook on this subject called ‘The 7 Deadly Sins of Service (and what to do about them)’!

go the extra inch