As we enter the third quarter, it’s time for the annual look at your messaging and product offering. It’s time to break free from the myopic way of thinking to focus on what your customers or potential customers are looking for now and in the next 12 months. Whenever you next bring your team together, examine your organisation as it stands now. Revisit your mission statement, core values, your product assortment and ask yourself: What is the value your customers are seeking from your products? Why would people buy or use it?

It’s important to understand who your customer is in terms of psychographics, behavioural factors and to a lesser extent demographics. The world around us is continuously changing in a whole variety of ways, therefore, you always need to be visionaries and remain forward thinking to stay ahead of your competitors.