Insights/Guides
Practical guides for marketing decisions in your business
One decision per guide, with the actions to take and a worked example.
Market intelligence
Where the business stands today, before anything is decided. Competitors, visibility and an honest look at your own operation.
Gather competitor intelligence
What to collect, where it lives, and the five numbers to track every quarter.
Read the guide
Get your business mentioned by AI tools
How AI tools decide who to mention, and an hour a month that changes the answer.
Read the guide
Run an AI audit on your business
Score every task out of thirty, six checks before you buy anything, and where to say not yet.
Read the guidePositioning and markets
What you sell, who you sell it to, and which market you sell it in. Including the two decisions that shape a UAE entry.
Create a brand strategy
Five decisions on one page, and the only one worth paying a designer for.
Read the guide
Define your unique selling proposition
Three tests a proposition has to pass, and the six places it has to appear.
Read the guide
Set up in Dubai: free zone or mainland
Five questions that settle the choice, and why the licence is rarely the largest cost.
Read the guide
Enter the UAE market
Six stages with two stop points, and what entry costs before the first invoice is paid.
Read the guidePlanning and budget
What the work costs, who does it, and the plan it runs against. The pillar most businesses skip and then argue about all year.
Build a marketing plan
Six questions a plan has to answer, on a few pages rather than forty.
Read the guide
Set a marketing budget
Three ways to reach the number, and the rule that decides when the money moves.
Read the guide
Agency, freelancer or fractional CMO
Four options compared, and a ten-statement test for which one you need.
Read the guide
Small business relief and your growth plan
Three positions a business can take on the AED 3 million threshold, and what each does to the budget.
Read the guideCustomer engagement
Winning customers and holding on to the ones you already have, which is the cheaper half of the two.
Create a customer experience programme
Map the experience before you change it, then run it on three numbers.
Read the guide
Keep your customers
Three numbers to check this week, and four moves that hold customers.
Read the guide
Plan an event or activation that pays back
The six questions every visitor asks, and the decision check before anything is built.
Read the guideMeasurement and reporting
The small number of figures a board will believe, and what to do about everything you cannot measure at this size.
Measure your marketing
Three numbers a board will believe, and what a small budget can and cannot prove.
Read the guide
Build a board-level dashboard
Six questions the page has to answer, twelve numbers, and what turns each one amber.
Read the guideThe articles behind the guides
Every guide here started as an article. If you would rather read than download, the writing sits under the same five subjects.
Next step
Talk the decision through before you commit to it
A 30 minute discovery call at no charge, on whichever of these sits closest to the decision in front of you.
Book a discovery call