Up until a decade ago, the idea of strategy in marketing was largely based on having a winning value proposition (why you should buy from us instead of our competitors) and a robust marketing channel plan. (how we tell our customers about why they should buy from us). Now, consumers are more sophisticated, reach, via digital and social channels can be instantaneous and effective quickly and marketers have moved away from mass marketing and group marketing to one to one marketing when they can. The most successful companies, whether they realise it or not, are now using four key principles to build strategies that are successful, and also sustainable. Over the last 15 years to some degree and more acutely over the last 5, I have been working on breaking these principles down into workable processes that will fit any company size. Our company is focussed on bringing these 4 first principles to the dental & medical industry, following academic support from leading Business schools, we support from clinician or practice level up to the large-scale, blue-chip dental manufacturer. Think you can do better in your market but need a push in the right direction? Do you want a sustainable strategy? We can certainly help you build it.