One of the intrepid entrants on the APSOTW project asked a great question in response to this post and the thought starters on a KOS cultural strategy. Basically, when you have a number of potentially good ideas, how do you decide what to move forward with?   The most honest answer is instinct, just like a…

By the way, remember this slightly confused post on cultural strategy for energy drinks? It needed a lot of pruning, which goes to show why you need to think hard about this stuff rather than going off half cocked. Anyway, here's something a lot simpler. The energy drinks market is very macho. With the exception…

So it's over (unless anyone is up for the extra round). I hope everyone found it useful.    Once again, I really want to praise the people that took part. We got a series of great, mostly beautifully written entries with some really good observations. I really got a sense that people were getting a feel for their audience,…

  So, with the exception of Gareth, who's feedback will appear as a kind of epilogue in due course, I have the task of going last. Bugger. That means it's a struggle to say anything that hasn't been said before and you've all probably lost interest by now. Oh well. I need to apologise though. This…

Okay, so we're nearly there with judges feedback. I'm still waiting for poor Gareth to share his, but he's under the cosh at the moment, Depending on how he does, we'll either share his feedback before the end, this week, or sum up share Gareth's after. Either way, we'll conclude this week. Here's Rob Campbells. He's been…

Thomas Wagner   Some interesting thoughts in there.   Did a nice job of building a picture of the sort of man who would reject Gillette, but I wasn’t as sure how King of Shaves were going to capture these people’s imagination. Perhaps he should have gone back to Connery and co and shown what…

So here's another round of judges' feedback. Jason's obviously taken time to be thorough, constuctive,  point to what's working and what needs working on. General comments:First off I have to commend everyone who had the guts to submit something – I think it’s amazing that so many of you took the time and energy to…

John protests that he isn't a planner, which is one of the reasons I asked him to a judge, the people you have to persuade with your thinking are not planners either, they're marketeers like John ( marketing consultant if you didn't know). The other reason I asked him is that he's a pedant and…

OK, you'll notice this a bit different to Andrea, both in what she was looking for and what she thought was good and what needed work. Don't let it confuse you. Ask 7 planners a questions and you'll get 10 anwers (if you get that far, some will tell you you're asking the wrong thing). You'll develop…

Okay. As mentioned, we're running  a little late with this. You can read 7 of the entries here on my Scribd And there's one more here   Below is the the first part of the feedback. Please feel free to add your own comments. Open source etc. APSotW Feedback from Andreea. For me the winner would…