Unlock the

Potential

of your business

we help

when.

  • You’re working in your business instead of on your business
  • You need extra brain space or senior support
  • Your usual actions aren’t delivering the results you need
  • You have immediate or ambitious growth challenges
  • You need to pivot because something has changed
    You're in start-up mode on your brand and marketing
  • You have an event in mind like an acquisition that you need to gear up for

unleash

your

Potential

Driven by a shared passion to revolutionise what start-ups, small and medium sized businesses can achieve. 


We provide access to the tools, techniques and ‘trade-secrets’ that make global brands grow. 

it's not me

it's we

We are a consultancy, linked to a strong collective network, who work with owners, entrepreneurs, CEOs, and senior teams of small and medium sized businesses to help unlock growth potential.


We work closely with our clients, treating their business like it’s our own. 

Find out more about us

do things

differently

We have a unique offering which starts with our EQ Perspective Analysis tools:



  • EQ Business  - reviews your whole business, where you have growth potential and how to give teams focus. 
  • EQ  Brand & Marketing- specifically analyses and builds a short and long term approach to brand and marketing. 
  • EQ Start Up - helps you build a twenty-first century business plan and brand. It gives your practical assets to see you triumph in your first year and beyond
  •  EQ Charity - supports non-profits in their unique mission, whilst building practical structures for growth.


Our EQ tools bring fresh perspectives to your individual business, and gives the bespoke level of support needed to overcome challenges and achieve unrealised goals

straight

up

If you’re not one for flim flam or piffle paffle and you want it straight up – here’s our services 


Brain fodder

By Becci Pell 30 Nov, 2023
Whoop! You made it past Black Friday – here’s how to never need this dark discount day ever again…  In our last post, we gave you 5 reasons to say no to the darkness that is Black Friday discounting, especially if you are a small business. But what if this all feels a bit terrifying, especially when you check your emails, and it feels like the entire world IS doing Black Friday? Well, here is our guide to a few things you can start working on NOW, to make sure you never get FOMO about Black Friday ever again! Know your value By this, we mean that you need to understand why customers choose you over your competitors – coffee is a great example here – there are literally hundreds of places you can buy coffee these days, but if you asked most shoppers, they won’t cite the coffee as being the reason they go to Costa, Starbucks, Greggs or the independent cafe, anywhere near as often as you think. It will be the atmosphere, the must-have seasonal mug design, the free Wi-Fi or the price. So, understanding what you offer customers that is different to your competitors, will set you on a path that makes it hard for competitors to replicate what you offer, and easy for you never to have to compete with them on price again. Quality beats quantity. Always. When it comes to being able to hold your price, it’s quality you need to focus on, to avoid the Black Friday blues. Where can you make the experience you offer great quality, or are there things you can do to enhance your product quality, so people understand that when they pay for your service, they’re getting a quality that they won’t get elsewhere? Be true to your values You don’t have to join in with Black Friday, just because the rest of the world is doing it, and it’s okay to let your customers know why that is – if being sustainable is part of what you are all about, then let customers know! Providing that what you’re saying matches up with the perceptions your customers have about you, then it’s a good thing to be honest about stuff like this – it helps customers understand that you’re authentic, and this, in turn, will help to make your brand strong in the long run. And what’s the result of a strong brand? No need to discount – ever (if you don’t believe us here, just have a think about the last time you saw Apple advertise any discounts…)!
By Nikki Neale 17 Nov, 2023
5 reasons to say no if you’re a small to mid-sized business Black Friday, the day following Thanksgiving, for some reason, has become synonymous in the UK, as well as the States, with bargain hunting and shopping sprees. Beneath the surface of seemingly attractive deals and bustling storefronts, there is more to Black Friday than meets the eye. And if you’re a smaller business here’s 5 very good reasons you shouldn’t get suckered into competing with the big boys! 1. Margin Erosion Surprisingly few businesses really understand the margin they make on individual products or services. By introducing the level of discount shoppers look for on Black Friday can land you in a precarious position, without even realising it. Realistically, the kind of deep discounts shoppers are dazzled by are only successful if you can sell in high volume. If you don’t have the size and scale of a bigger business, then you won’t achieve the sales you need to compensate for slashed prices. This lack of volume can lead your business to experience real financial strain not just now, but in the next calendar year. 2. Operational Challenges Ok, you’ve ignored the advice on slashing prices, and you think you can go for it…what could possibly go wrong? Well, don’t forget how you’ll really deliver. The surge in traffic on Black Friday can overwhelm businesses (punch up in Asda anyone?). Long queues, inventory management issues, disruption to regular sales and businesses operations can create negative impact that really affect the customer experience. A shopper will be quick to forget the discount when the experience has been like hell! 3. Team burnout So you think you can slash the price; your operations can totally deal with it – what else? Well, don’t forget your people. The demand of Black Friday often requires extended hours and high stress interactions with customers. It's likely that you’re already going to ask a lot of your team with the Christmas holidays around the corner, so it’s worth asking now – ‘should I do this to them?’ This is where the immediacy of sales can have impact on the long term - burnout, reduced morale, and increased turnover rates are very real challenges, which can all be triggered by that Black Friday rush – eek!
By Nikki Neale 29 Oct, 2023
As the clocks go back…and the nights draw in, we snuggle up in cosy socks, warm jumpers, sip pints in pubs next to roaring fires and eat casseroles for dinner. And the change of the clocks means one more thing, the imminent release of the eponymous John Lewis Christmas ad (other ads are available, but rarely as hotly anticipated). What do our feelings about the winter season and John Lewis have in common? Nostalgia - as big as a dollop of sherry trifle. It’s the emotional thread that weaves together past and present, creating a powerful connection between brands and their audience. Nostalgia is the sentimental longing for the past and evokes powerful emotions, which is why advertisers are very quick to use it, especially at holiday time. It transports us back to cherished moments, conjuring feelings of comfort, security, and happiness. When used effectively, this emotional resonance can significantly impact consumer perception and behaviour. And when times are particularly difficult, when people are experiencing all manner of hardships, this nostalgia becomes more powerful than ever. Nostalgia establishes a sense of trust and credibility between a brand and its audience. By tapping into shared cultural or generational experiences, brands demonstrate an understanding of their customers' history and values and connects with them. This familiarity fosters a sense of belonging, reinforcing the idea that the brand is a reliable companion on their journey. In John Lewis’s case we relate to the anticipatory feelings of the little boy in the Long Wait, or we think about distant relatives who we might like to see, like the Man on the Moon A brand associated with positive memories and experiences from the past is more likely to be viewed favourably in the present. Nostalgic marketing triggers positive associations, making consumers more inclined to choose a product or service that evokes those warm, fuzzy feelings – John Lewis use it to show how embedded they are (or would like to be) in your family traditions. Nostalgia also offers a unique avenue for differentiation. By invoking memories of a simpler time or a cultural touchstone, a brand can distinguish itself from competitors, creating a distinct identity that resonates with consumers – for John Lewis, this links to a time when we more often physically went to a store instead of cyber space to buy our Christmas gifts. The Christmas shopping event being part of our Christmas tradition, alongside social activities, and ‘family’ – we’re not just buying ‘stuff’, we’re creating our narrative, our way of doing things and our children’s future traditions – it’s powerful, heady stuff! Nostalgia has the power to leave a lasting impression. A well-crafted nostalgic campaign can etch itself into the collective memory of a generation. This year, it’s no coincidence that the tune the John Lewis team have picked is Imagine, by John Lennon, bought up to date by Lewis Capaldi. First released to speak to a generation which felt like it lacked hope, peace, and security – sadly, this has deep connection for all of us today. In an era defined by constant change and innovation, nostalgia serves as a powerful anchor, grounding brands in the hearts and minds of consumers. And whilst I wouldn’t necessarily predict a hugely rosy future for John Lewis on the high street, it will no doubt stay in our collective consciousness for a long time to come.
Share by: