As a strategist, a strategy on a page is one of my favourite tools. I'm not one to willy-nilly put some amazingly talented and smart people's life's work into a box or three on a slide, but to make the most valuable single slide, I've done it.

Consider what is on this slide: an introduction to their work and a solid nudge to read more.

For B2C and B2B brands, embrace and implement what is on this slide. It will significantly increase your ability to build and grow a more successful business.

It gives you the key things to do and build, the types of communications you'll need, how to use media, and what to measure. It also encourages you to have fun with it and get creative, as this will help ensure you aren't ignored.

Some will say, "Hey, O'Connor, there are other things folks should do," and to that, I say, of course, having good products and services would certainly be required, but if you are going to do a handful of things, these are the things you should start with and embrace.

Experience tells me that most people and businesses try to do way too many things. Doing these will significantly increase your chances of being more effective and building a more successful business.

• What will you do to Prime future buyers that you are the best choice now for when they are next ready to buy?

Remember, most potential buyers are not looking to buy this quarter. For B2B, as many as 90-95% aren't this quarter or even this year.

Also, remember that people in both B2C and B2B categories only weigh up 2-3 brands, so building your brand salience is a must, and you must build it before they are ready to buy.

• What will you do to Nudge those planning or loosely in-market towards you? What content will you give them to ease their decision-making? What category entry points will you try to own or at least be visible in?

• If you do a great job of Priming and Nudging, it will be all the easier to Convert more current buyers. What will you do to convert more than your fair share?

Avoid pricing discounts if you can, as they give away a lot of margins and profits. A strong brand helps with this.

• Hopefully, you have a good product or service that meets your customers' needs and provides good value. Hopefully, you deliver a good brand and service experience. This will make it easier to Retain customers and build greater lifetime customer value. What will you do to retain more customers?

You can do these well, and your business will grow.

If you need any help whatsoever, don't hesitate to let me know.