Blog growth

5 Timeless Growth Videos

I am often asked for timeless videos to share with Growth advisory clients or their teams.

So here are five I commonly share that doesn’t dive into tactics but will help open up different conversations and think a level up before diving into the tactical side of Growth:

How to start a movement

Why herding and 25% effect turns into a movement

1% Better Every Day

This is important viewing as 1% improvements are often disregarded

The Story Behind Musically (TikTok)

Why culture and thinking differently really matters

Focus On Your Northstar

Why having one north star metric is essential in growing to huge audiences. Chamath speaks so much sense and truth here, you will learn many lessons in many different situations after watching this.

How to explain your product

Snap’s always been difficult to understand for non core users, if you cannot explain your product this simply, you will have issues


The 5 per cent – Vision

Vision is something that few people have the older they become.

Vision is like being arty and being creative, I believe vision is often undone from you around the early teen years and the older you become the less you get chance to really use or exercise it – depending on home and work life.

The closer to delivering every day, the more tactical you are, the less likely you are to be able to see differently, take a step back and see a bigger picture, a bigger trend.

People & Products

Many people will be seen as a data first person, show me the data and I will make something fit.

Or here is problem I need you to solve and more people can go away and solve a problem posed to them.

This is not right or wrong however it is what makes us all different and unique.

Unique To Humans

This is how us as humans are unique, we are led into different paths and forget we can make the change to see or think differently.

Humans are easily conditioned by their surroundings, this often leads to we then do not challenge ourselves to make the change or self improve to get this muscle back.

It is also fine not to want vision.
Or not to always see it.

Vision To Me

This is how I see vision, I am often asked about the difference between tactics and strategy, I actually think the other layer is vision, vision to see more broadly for a strategy to fit into with a number of tactics to roll up into it.

Vision is something maybe 5% of people have and actively work on and through. 

Vision really to me, is to see differently, vision to think differently, vision to act and create differently. 

This is often the difference between:

  • Short term do-ers – 65% of people
  • Midterm thinkers – 30% of people
  • Long term changemakers – 5% of people, people likely with vision

For me this is why many people see things overly binary (black and white, 1’s and 0’s), because the vision or idea does not fit in their own set of boxes, they have to try and place into a box they have or they dismiss.

Vision Is Everywhere

Vision is often what separates the good and the great sportspeople.
Some players are two or three plays ahead or two or three passes ahead.
Sometimes it is the intangible, the unexplainable.

Excitement Vs Dread

Vision unlocks excitement in a tiny few, others feel scared or get anxious from something new or big.

Having vision is about seeing things differently, being able to understand it and see opportunity where 95-99% of others just don’t.

Vision is often what enables business people to act differently, challenge the status quo and the norm with new and fresh takes.

Vision is often extremely complex to articulate and the key part of enabling others to see your vision is to breakdown into the smallest chunks and compare to something else that is available or an updated version.
Think why we often have to compare a service to something else, examples like: The Google of X, the Uber of Y, the new Z.

Where Do You Land?

So what per cent are you? The 5% or the 95%?
Do you have vision?
Can you develop it?

Blog marketing The Future Of Marketing

The Future Of Marketing – Peloton & Inspired Connected Fitness

As part of the Future Of Marketing series, I took a closer look at Peloton and how they built and developed much more than a product or a series of products, they recreate the brand, the luxury fitness at home category.

Here are the slides from the broader presentation:

  • Fitness was first mover in affluent communities

Connected High End Fitness Trend

Fitness has always had connotations to more affluent communities, fitness is expensive, gyms membership, personal trainers, work at home equipment are all expensive options.

Peloton – Leader of the Pack

Peloton has been clear from the moment they launched they were for the high-end fitness fan.

So, here are the learnings you can apply from connected fitness and more specifically.

Community Member Living, Breathing, Touching & Sweating Peloton

I created Jess as a persona you can connect with:

Peloton community member "Jess"
  • Jess Loves connecting with people safely and as an introvert, she can work out from her comfort area
  • Jess loves her Peloton, in her space
  • Working out in groups and working out realtime feels like something that keeps her going
  • Jess loves her instructors and connects with them on personal levels not just as her instructor – affinity is key
  • Jess is powered by beating her personal bests and sharing these achievements on her social media
  • Jess was convinced by her friends in their friend’s group chat to buy her bike and subscription – Peloton best growth tactic is friend gets friend, this is a considerable benefit Peloton gains from their business and performance model. Joining an active network or growing one makes a product experience far more
  • Jess is a huge advocate and convinced her friends to invest in Peloton, this is herding her friends not just referring them.

Instructors Are Celebrities

  • Peloton was deliberate with their instructors and turned them from instructors to influencers and celebrities.
  • Emma Lovewell is the original instructor and was part of the original Kickstarter campaign.
  • Instructors connect with millions of Peloton community by training them regularly, engaging with them in real-time (& on-demand) and working out in their homes, seeing their home, seeing them sweat with you are all levels of connection you wouldn’t get with other products.
  • Emma is also attempting to grow her own audience on YouTube, offering insights into her life away from fitness.
Emma Lovewell - Peloton Instructor Celebrity
Source of Info

Addictive Peloton

  • The Peloton community were looking for Pelotons in hotels to book and continue their fitness ritual their streak their status their Instagram update finding their place on the road.
  • When something is engineered to keep you as active and engaged as Peloton, Peloton lovers will do everything they can to continue their workouts (streaks) to stay involved and connected to the brand. Many search and seek out the physical Peloton product vs use the app.
    This is very smart and engineered.
  • Peloton also has app options so you can work out if you don’t have access to your equipment or are looking to work out and cannot afford their specific equipment.

Peloton & Connected Fitness

  • Peloton might not be the first or last but combining with the connected fitness space there are many more reasons to work out and expand the Peloton model
  • Boxing and combat-based fitness has grown exponentially and will continue to do so, Hykso and Fight Camp are just a few in this space that is doing well and connecting equipment tracking fitness
  • With the recent expansion from Zoom with onzoom their marketplace offering for PTs etc and Apple’s move with Fitness+ we will see an unbundling of fitness and see masterclasses from huge pro athletes and ex-pro’s who will love to connect and train with their audiences with inspirational brands.
Connected Fitness Options

The Future Of Fitness Is Shaping Hotels

Hotels will be the first to think about how to become more connected to their customers.

Prediction to leverage becoming:

  • Low-cost gyms
  • Flexible Gyms
  • Pop up venues
  • Flexible offices
  • Room-based restaurants
  • Hybrid conference venues etc

Inconvenient Truth

The truth be told the gym 🏋️‍♂️ was inconvenient like many other offline activities. 

We have however just moved our exercise & sharing habits online too. 

Peloton, Mirror etc are just the tip of the iceberg for offline moving online & having a celebrity instructor train you will be almost normal but only accessible for those who invest. 

Peloton have grown tribes and moved tribal habits into herding, herds of people bring others along with them on their fitness drive.
Why? Price, increased status, feels bigger & more important than a product

Apple fitness+ will be biggest & best athletes training you. Do not discount Apple coming into the space more aggressively and making their brand presence felt, especially with the first non apple produced product that aligns so well with Apple quality and branding.

Lessons To Learn From Peloton & Connected Fitness

1️⃣ Question to answer every year but essential in today’s market? 

  • Am I part of a habit 
  • Can we be part of a ritual 
  • Can we make it onto their lists 

Tribes & Herding

2️⃣ Tribes…

How people think of Tribes: The bond over common enemies.  

But Tribe typically means: 

  • Empathy
  • Meaning
  • Connection
  • Safety
  • Friendship

Tribal Nature 

  • Do I belong? – Yes and with the instructor, we get to know 
  • How can I belong to this? – With exercise & in their groups & leaderboard, it’s being a better you
  • Where do I go for this feeling? – And how do I continue with this feeling?

Why is this the future of marketing?

  • Affluent community = high spend, high renewal, will make their money work for the high priced fitness equipment
  • This is your equipment, it is worth over £3000 – it will take prime real estate in your house. Potentially the only item that will challenge the television for prime real estate in your house
  • The quality product works – a quality product is your best marketing and cheapest marketing campaign
  • The rider gets rider loop = referral loop of friend convinces friend to invest in to the Peloton ecosystem.
  • Social Gold – every ride is posted online and maximises the reach of the brand and leverages vanity as the sharing mechanism
  • Social media groups have really connected members and created a deeper community layer
  • The different option of classes makes it flexible and connective.
    Live classes – connection to the instructor and the other riders
    On-demand – makes the class flexible for you and enables you to connect to the instructor when you cannot be live
  • The instructors form connections with the riders, their backgrounds
  • The leaderboards feature is not unique but allows you to compete or compare yourself on your latest ride. It can be something you choose to review or choose to ignore.
  • Tribal communities connect at a deeper level, herding also happens with friends bringing friends to the product and then friends of friends joining and being able to compete
  • In the future when we return to travelling or having to visit other offices, Peloton and connected fitness members will seek out these devices to continue their streaks and fitness workouts.

Despite the recent issues with stock levels and keeping up with demand, Peloton have built a model many brands can replicate moving forward. Marketing, Growth and Product leads should use Peloton as a guide to affluent communities and addictive products and services.

Learn from their ads and the spoof ads

Original Ad

The Peloton Partnership with Beyoncé is genius

Brilliant Spoof Ad

Blog marketing

End Of Year Wrap-Ups

Spotify has had something magical for a number of years. 

The wrap of the year. 

Super Smart

It’s super smart, why?
It’s completely personalised, it plays back what you already likely knew but will give you a couple of surprises, it reinforces what you thought, it explores your internal curiosity, it drives our inbuilt competitor, you want to compare against friends, social media followers and luckily if you are on social media, you can compare against strangers. The likelihood is it ended up on stories, group chat and source of zoom calls and FaceTimes. 

These are all wins for the listener but also Spotify, at scale this plays into networks, builds teams of people joining in their love of 90’s RnB, of nostalgic boybands and being early on listening to Christmas music which seemed surprisingly popular this year. 

Playlists are not unique on Spotify but are part of their DNA and this is a way to connect listeners together.

Human Connection

We share for a number of reasons, but one that key, as humans we are built to be part of something, to be connected to other humans as that’s how we survived and evolved from cave-people to being part of the tribe, to building villages and onwards. 

Performative 2020

Social media has become a performance platform for so many people, why not share some of the most personal information? You become part of something alongside showing off just enough to receive some feedback from a like, a reaction or a comment question your choice of music or this podcast.

A Quick Co-brand 

End of year personalised reviews is smart ways to market.

Leveraging millions of your subscribers to share your brand across as many networks as possible. 

Artist Spotlight

Hannah Wants – DJ share on Instagram

Including the artist is smart, for instance, many artists dislike the pay structure but it is a necessary evil for them but providing them with their stream data will act in the same way as the listener data and you see how many millions of streams the artist has had.

The Other Side

Mariah Carey makes roughly $16k per day from Spotify streams in November and December for All I Want for Christmas (artists are only paid on average $0.004 per stream), so there is an angle here where Spotify or third parties could share this information and leverage the trend.

It’s Not Easy

End of year reviews are hard, the data set is huge, the design phase is difficult and getting it to become a digestible piece of information on something new is extremely challenging. 

In previous roles, the team(s) and I have implemented this and it took huge amounts of work, it took a dedicated and talented project lead and a designer with a lot of skill and patience. Believe it or not, if you have a data set it isn’t as easy as plug and play. 

Opportunity? Your Own Take

If you have a product that is used regularly and has a number of interesting data points, you do not have to wait for the end of the year to be over, you can leverage many different events or have a wrap-up style workstream from within your product.

One of the products we had was very much a one and done (use once and no need to come back regularly) and we had great success in leveraging the end of the experience and providing similar insights and was shared a lot.

Daily league tables, comparison tools etc all work well if you have the team and engineering capacity to do this.

Spotify, Apple Music etc have many millions of users so they drive interest and build a short behaviour, alongside being able to share their top x albums, tracks, artists and this year podcasts. Will you? Map out these areas of high interest and see if you have the influence to do this.

Growth Wrap Up?

If you have a growth team, this would be a perfect project for them to build out as a SWOT team and bring in the departmental experts.

An Idea💡

One element that appears to be missing is connecting each other and gamification between groups of people, it would be ideal for friends and teams…

Protagonist x Director Roles

If you have hundreds of thousands of users and personalised enough (without being too sensitive) you can do it, what you will need to understand is your unique spin, your unique data point and what is rich enough to drive comparison and the performance angle of putting the user front and centre of the glory, the protagonist in the story and you being the director in the background enabling such a great performance.

Wraps up are smart, they take a lot of work and energy but are very rewarding for the brand and for users. If you can offer something unique and at a different time of the year its something you should look at digging into and releasing, especially with the size of the opportunity and gaining cut through with other marketing campaigns can be challenging with the negative news cycles.

Blog growth marketing

Growth & Gamification At The Dentist

I recently went to the dentist for a chipped tooth, it started when we were in the middle of lockdown and unsurprisingly it is actually difficult to book a dentist appointment. 

The dentist was very well prepared for everything that was happening.

You rightly had to wear a mask, you had to sanitise your hands, you had a designated seating area with where you could sit and where you could not. There was a designated entrance and exit and the whole process ran very smoothly. 

Just before your appointment, the dental nurse would come out and take your temperature, pretty standard with the area in which they work in and around. 

As a person who likes to understand and breakdown processes, you weren’t always told your temperature and you will walk into your dentist not knowing how you ‘scored’, well unless you were too high and in which case you were sent home. 

Upon asking, thankfully this has not had to happen. 

As many of us have, I have struggled on and off with lockdowns, new processes and not understanding certain decisions and other peoples behaviours, one thing that it has given me is time and space to think more clearly and think about addressing problems or issues I see. 

The dentist trip was one experience that gave me yet another idea. 

Understanding Your Score 📈

The idea popped into my head that if you knew your temperature, you didn’t know how you scored or if you were low, average or high. 

We have been primed for understanding how we do vs another person. It is how a lot of are wired…and some always have to win. In this case, winning is being average or low not scoring the highest.  

The dentist practise logs all temperatures taken and thinking it through it would be super easy to anonymise data and having a daily, weekly and monthly average would be something that could be applied. Doing this whilst the seasons change and the weather becomes colder, might well help keep track of many things. 

The Idea 💡

I suggested to my dentist that if you were to have a scale (not a scoreboard, it would suggest higher is best) in the reception area, you could reduce the fear of your temperature and gamify it. Especially for those younger patients and the concerned, the dentist scares enough people let alone another thing to be worried about.

My temperature was early 36c’s which was fairly average. 

As a kid, visiting the dentist was a process, as a twin my brother and I had to go together and was a family checkup. We were always given a lolly and an A-Team sticker, as a reward for going.

That reward loop made sure we as the kids would keep going back and stay with that dentist for years to come. Retention 101.

As I said in retention growth ideas, retaining customers and helping them along the journey in a way that helps them first, will help you as a company retain the best customers and create loyalty.

Why not reward someone now with information and reduce the fear? Maybe too subtle of an idea but one that plays on everything we learn as Marketing leaders and in growth.

It made me think about how there could be feedback and rewards loops applied to this process.

Let’s face it, when we go to the dentist we tend to have to follow up with another appointment, if we knew we scored lower or kept a similar body temperature we would not be nervous, we would remember it and likely be a topic of conversation. 

I haven’t been back yet to see if this has been rolled out however it’s a simple exercise we can apply in other areas or visits that could be intimidating us. 

Why Is This Important? 🤔

By reducing the fear and increasing our ability to normalise the newer processes and behaviours, we can have a more positive experience. 

We will tell numerous of our network about the experience and provide some normality to new and well-thought-through processes and create a game with our friends and family. 

I believe there are many areas like this with a simple reframe or tweak we can apply marketing or growth mindset to help reduce fear in the time we need to most. 

We often forget to think about how we could apply Growth thinking or gamification to simple routine behaviours or importantly how we could use our skills to newer processes. 

We as humans are more predictable and conditioned than we think, if we can reward simple behaviours with the feedback we can normalise many things happening around us to reduce fear and normalise even brand new behaviour.  

Maybe the next time you go to an appointment or have your hair cut or see a doctor, there might be an optimisation or an opportunity to apply your skills and help to improve a new process or habit to help many others.