Remember the last great café you discovered. You knew it when you walked in, cool vibe and yep, they’ve nailed the latte.

C’mon, if you’re from Melbourne, you’ll be talking about the café “that just set a new standard” for weeks. From that day on all other coffees are compared to your new standard bearer.

BUT (there’s always a but) there will be a day you find a better coffee, and then that café will become the new standard bearer.

Our lives are full of standard setters – amazing people and products who have your undying loyalty. You hear it every day, “I just found the best chiropractor, accountant, naturopath…”

For those of us in business, consistently high standards translate into brand loyalty.

Our reputation comes from setting standards, which brings me to my point. Growing your business is all about lead generation, and lead generation is about setting the standards which ultimately change people’s opinions.

I’ll say that again – lead generation is about setting the standards which ultimately change people’s opinions.


This should be the core of your marketing. Every day you should be asking yourself to reconsider your firm’s current situation and question whether there is something different that you can do to change someone’s opinion.

With that in mind, I’ve written an ebook (The ultimate Brand Survival Guide) which outlines the 10 tactics you need to know to survive in today’s information overloaded society. Download it here, it’s FREE, it’s a short read and I’de love you to tell me what you think.

The ultimate Brand Survival Guide