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    Differentiate without flushing.
    Hamish Mackenzie
    • 3 min

    Differentiate without flushing.

    In addition to the tragic human toll, the pandemic has killed off a lot of businesses. As a result, the average strength of those left...
    3 Inexpensive Innovation Ideas
    Hamish Mackenzie
    • 2 min

    3 Inexpensive Innovation Ideas

    Most organizations seem to believe innovation is all about disrupting business models, adding new features to products, or launching a...
    Where are you now?
    Hamish Mackenzie
    • 1 min

    Where are you now?

    When it comes to repositioning your biotech business, you need a thorough understanding of where you are now, and the new position you...
    Simple, not easy.
    Hamish Mackenzie
    • 1 min

    Simple, not easy.

    It's biotech positioning week! This is the first in a series of excerpts from my forthcoming ebook: "Biotech Positioning for Growth &...
    Positioned to Sell
    Hamish Mackenzie
    • 1 min

    Positioned to Sell

    Sales is still a dirty word for many people. Perhaps that’s not surprising, when you realize how many people are still doing it badly –...
    The value proposition is dead.
    Hamish Mackenzie
    • 1 min

    The value proposition is dead.

    It’s disturbing that so many businesses still think they need a value proposition. Or, for that matter, a sales pitch. It’s 2020. Buyers...
    Hamish Mackenzie
    • 1 min

    How's your pipeline looking?

    What I learned from Alan Weiss about maintaining my business pipeline is relevant for any sales organization: 1) Make sure the flow is...
    Hamish Mackenzie
    • 1 min

    To be No.1, don't be the best

    Being number one in your market is rarely, if ever, about having the best product. The iPod wasn’t the world’s best portable digital...
    Hamish Mackenzie
    • 4 min

    Establishing a Growth Position in Biotech.

    It's hardly surprising that Biotech company founders love the science behind their product or service. Unfortunately, this passion often...
    Hamish Mackenzie
    • 2 min

    Complaining is not competing

    In the classic marketing book “Positioning” by Al Ries and Jack Trout, the authors tell a story about how the Michelin Guide I talked...
    What's with the attitude?
    Hamish Mackenzie
    • 1 min

    What's with the attitude?

    Yes, you need to understand your customer. But here’s a news flash: Survey respondents tell lies. Worse still, some of them think they’re...
    Hamish Mackenzie
    • 1 min

    The power of targeting.

    A few weeks ago, I was helping a sales manager try out account-based marketing for the first time. There was a particular prospect he had...
    Hamish Mackenzie
    • 1 min

    The first rule of positioning.

    The approach most businesses take to positioning is to think about where they fit in the market. That's fine as a sanity check later, but...
    Perspective.
    Hamish Mackenzie
    • 2 min

    Perspective.

    If there’s one thing most of the small and medium-sized businesses I work with have in common, it’s this: the struggle to differentiate....
    Hamish Mackenzie
    • 1 min

    Your values suck.

    Many companies claim to have built their business around a few core values. Unfortunately, 99% of the time they’re the same: integrity,...
    Without a trace
    Hamish Mackenzie
    • 1 min

    Without a trace

    While on holiday on the French Atlantic coast this summer, I became obsessed with how sand and feet interact completely differently,...
    Dumb data.
    Hamish Mackenzie
    • 2 min

    Dumb data.

    Why purchases are still about people. OK, I get it. The future of sales belongs to AI and algorithms, and data geekery is helping...

    Let‘s discuss how I can help you:

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    Phone: +49 (0)89 4613 8171

    Email: info@hamishmackenzie.com

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    info@hamishmackenzie.com

    +49 (0)89 4613 8171

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