Month: October 2017

my business skills

Something I wrote to explain what skills I bring to the table in starting my own business…   My competitive advantage centres on uncovering human texture. I seem to be a natural researcher — delving into all the relevant data, identifying gaps, designing methodologies to fill those gaps, etc. Sitting in people’s houses, rummaging through cupboards, closets and fridges to understand their daily habits, then exploring how they process, relate and react to broader issues affecting their lives. My role has (primarily) been to connect human insight and creativity in ways that fuelled ideas for multinational advertising clients. In the 1990s, amidst the Quebec referendum, most big multinationals were harmonizing their North American strategies. In Canada, this meant strengthening team understanding of differences between Quebec, English Canada and US consumers in needs, behaviour and attitudes; then highlighting how these variances should impact communication strategies to achieve business targets. My approach was to continuously induce paradigm shifts using client data as a means to influence how our client’s research, marketing and media budgets were spent. I …