It’s now back to business basics

Marketing activity has increased, campaigns are more frequent and competitive benchmarking has intensified, yet customers remain underserved and unconvinced of value.

By Misheck Nyawo AS businesses reset for a new year, there is a compelling need to pause, reflect and realign with the fundamentals of why organisations exist in the first place. In an environment characterised by intense competition, rapid imitation and constant market noise, many organisations have drifted into reactive strategies driven more by rivals…

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