There is a chasm between market want and corporate can.

In this episode we dissect company core competency and the impact misunderstanding this has on marketers.

If you’ve ever felt there is some invisible architecture that dictates success or failure in your organisation, but can’t quite put your finger on why, it might be due to a deficit in core competence.

Forget chasing trends. We discuss why superficial market appeal is a fool's errand without the intrinsic capability to deliver.

From the nuanced dichotomy of breweries and pubs to the audacious (perhaps reckless) expansion of titans like Netflix, we leave no sacred cow alive…..well, almost none.

We discuss:

• The "Adjacent Market Mirage":
  Listen to the story of an outsourcing company's growth mistake chasing “easy” expansion.
  
  
• The danger for companies lacking self-awareness:
  Listen to us discuss why a brewery can’t be a pub, and why there isn’t a damn thing a marketer can do about that.
  
  
• When Good Intentions Lead to Bad Investments (The Software Service Dilemma):
  Listen to us share a story of how a B2B software company's forays into adjacent services, one a surprising win, the other a costly failure, reveal the often-invisible lines of core competence that must be identified prior to expansion.
  
  
• Why Overestimating Your Capabilities Can Lead to Costly Failures:
  Listen to us talk about a Branding Agency's expansion problems after it mistook its capabilities and tried to enter the wrong market.
  
  
• The power of knowing your lane:
  Listen to us discuss how McDonald's deep understanding of what they do allows them to grow year after year, decade after decade.
  
  
• Fuel Strategic Growth by Discovering Your True Core (A Charity's Smart Pivot):
  Listen to a story how a laundry charity identified their fundamental strength to strategically expand into a different, but related service, substantiating a strong model for growth.

This episode was cohosted by:

Brand Strategist Jack Ferguson

and

Product Marketing Specialist Alex Urquhart.

Find Jack and Alex online at the links below:

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