Magazine article Marketing

I Know

Magazine article Marketing

I Know

Article excerpt

'We need to be honest about what the right work-life balance is for us. Be true to yourself about what your priorities are and how you can achieve them, and never be afraid to ask for help'.

Women don't even like sex. That's what I was told when I first pitched my idea of Ann Summers parties to the all-male board in 1980 - 32 years on and I think it's safe to say that their response said more about their sex lives than my idea.

Never underestimate the power of passion. Whatever your business, you should always have a passion for what you do and your brand. I will always look for passion in the people I employ. I don't want to work with people who see their role as just another job, I want them to share the ambition and vision we have for our brand and the passion to deliver this to our customer. At Ann Summers we sell orgasms - how can you not be passionate about that?

Never stop listening to your customer. This is absolutely key for anyone running a customer- focused business. It sounds so simple, but it is incredible how many brands have stopped listening and then lost their way. I have always put the customer at the heart of what we do. At the start of the economic downturn, I made the decision to heavily invest in research to help us redefine our brand without compromising our heritage. For me it was a more crucial time than ever to know who our customers were, how they have evolved and what they wanted from us. We asked, listened and, most importantly, acted.

Focus on your peaks. We are fast approaching Christmas - a peak trading time - so don't sit back and expect customers to come to you, work hard for them. Differentiate yourself from the competition and give customers a reason and desire to shop with you. Don't be the shop they walk straight past.

Don't let a lack of confidence hold you back - especially if you are a woman in business. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.