Point of view: Cutting the anchor loose

James Hurman

This article suggests that marketers should set 'price increase' as an objective more often, as doing so is an achievable challenge that is not set often enough.

Point of view: Cutting the anchor loose

James HurmanPreviously Unavailable

Four years ago, my friend Peter Field came to New Zealand. He was here to talk about his research on creativity, and he mostly spoke to our agency and clients about creativity's ability to supercharge the effectiveness of good strategy. But something that he quickly touched on in an early slide kept coming back to me in the years that followed.

He made a point that seems obvious and unremarkable: that if you increase your sales by 10%, a small amount of that extra money trickles down as profit...

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