MY ARTICLES ｜ NICOLE'S FIELD MAP
I'm not a theorist; I learned by doing. This is how I make decisions at every step, from 18 years in e-commerce, branding and SME marketing. 20 topics plus an introduction, 21 articles in all, each with a podcast episode, to help you see the pitfalls before you start.
21 articles (introduction + 20 topics); 5 published so far, more coming.
Introduction
Knowing and doing are two different things. 18 years of e-commerce and brand experience, distilled into 20 decision guides.
Read more →Part 1
Strategy decides what to do; execution decides how. How long to stay stuck before hiring a consultant or an agency?
Read more →Part 2
Customer, capability, trust. Find where customers disappear before deciding what to fix.
Read more →Part 3
Before ERP or AI, owners have to deal with people. Use strategy to build structure, and systems to buy freedom.
Read more →Part 4
Where owners go wrong, the four TOWS strategies, and the pitfalls I hit by skipping SWOT.
Read more →Part 5
Segmentation, targeting, positioning. Choose the right customers and stop fighting price wars.
Read more →Part 6
Desire, fear, love, curiosity, worry: needs come back to human nature. In this market, whose needs can you meet?
Read more →Part 7
Small demand and thin margins can't sustain a business, and revenue shouldn't rely on a single model.
Recording now, stay tunedPart 8
Scarcity means choices, and choices have a price. When tricks stop working, trust becomes your selling point.
Recording now, stay tunedPart 9
Who you sell to × what value you offer × how you deliver × how you earn × how you keep earning.
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Online and offline, marketplaces, group buying, distributors, cross-border... channels open markets and speed up sales.
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Loans, new capital, VC, channels, selling the company: the other side often looks at three months to two years of your filings.
Recording now, stay tunedPart 12
Beyond product, price, place and promotion, people, process and physical evidence also decide the sale.
Recording now, stay tunedPart 13
Marketing isn't only about customers; it involves every internal and external stakeholder.
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From awareness to advocacy: why 300,000 views don't always lead to sales.
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Own your role, and know when to cover for others. Why SMEs can't keep skilled people.
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Does everything stop when your video person quits? Make processes independent of any one person.
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Great sales but losing money? Hidden costs, platform fees and tariffs, worked out clearly.
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In the age of AI search, help your brand get found, understood and recommended.
Recording now, stay tunedPart 19
Before hiring a marketing partner, ask these 7 questions.
Recording now, stay tunedPart 20
Agency, ad management or strategy consultant: what's the difference, and when do you need which?
Recording now, stay tunedNot sure where you're stuck?
I won't tell you what to do. I'll tell you what you're missing.