The next offer was already there
Sometimes the starting point for a new offer is already inside the business. It just hasn’t been recognised as one yet.
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BUSINESS & BRAND CONSULTANCYSTRATEGY / BRAND / FRACTIONAL LEADERSHIP
A closer look at
how business gets done.
Writing on the choices that shape a business, from the way it is led to the experience it gives its customers. We look at the work behind growth and the questions founders keep coming back to.
FEATURED / GROWTH
The next offer was already there
Sometimes the starting point for a new offer is already inside the business. It just hasn’t been recognised as one yet.
Read the featured pieceEXPLORE THE EDIT
Good work still needs to be understood
The quality of the work and the way it is sold deserve the same scrutiny.
Read the pieceBefore you build the app
Before copying another business’s next move, understand what makes that move possible.
Read the pieceThe judgement behind the work
AI can help you produce a website, a design or a business plan. The harder questions concern what to build, whether it is any good and how the business will deliver on it.
Read the pieceWhen every decision comes back to you
A larger team will not necessarily give a founder more time if the authority to make decisions stays in the same place.
Read the pieceBefore you ask the business to sell more
A campaign can be ready before the business is ready to deliver what it promises. A few decisions made in advance can make a considerable difference after the sale.
Read the pieceWhat customers understand before they enquire
Your website is already having a conversation with a prospective customer. It is worth checking what they could reasonably take from it.
Read the pieceWhen a good opportunity is the wrong next move
A growing business can attract more possibilities than it has the capacity to pursue. Choosing between them is part of leading it well.
Read the pieceWriting by India More Nisbett and Indiel. Where a piece draws on client work, identifying details are omitted. The examples describe the thinking and work involved without promising the same outcome for another business.
Talk to IndielFrom the interview archive.
Selected conversations hosted by India More Nisbett, beginning with Dhru Purohit and Morra Aarons-Mele.
Read the conversations