Ray Gauthier

This is a fundamental question because at the core of every successful business is the need for clients to make decisions to work with us and buy our product or service. That said – decisions are difficult and getting more difficult every day. The chief culprit of this in western civilization is...

The theme of uniqueness keeps bombarding us from all directions in just about all the media and marketing that comes our way.  Ironically, the majority of businesses keep making remarkably similar statements that they are different, they are better than their competitor and they are unique. Obviously it...

"People will find a thousand ingenious ways to withhold cooperation from a process that they sincerely think is unnecessary or wrongheaded" – John P. Kotter In Leading Change, Kotter outlines eight necessary steps to effective change. This article deals with the first of these. We’ve all...

Four simple words that have frustrated and entertained us along many voyages. If you are a parent, you’ve probably heard that line a hundred times from you children as you venture out on road trips or vacations. As children get older they continue to ask the same question – somewhat tongue and cheek to...

As a business planning and marketing company we frequently get the question about measuring return on investment for branding. On the surface, it sounds like a relatively simple question and as such, one would expect it should receive a relatively simple answer. Unfortunately, no simple answer exists. The...