Can you do better than ChatGPT?
Create a blog in one minute: does speed reduce quality? Being impatient by nature and an optimizer who can work endlessly on texts, OpenAI’s ChatGTP seems a great solution so I decided to give it as try. Signing up cost me 10 seconds and entering a first prompt another 10 seconds: “write a blog on…
Freeze or sneeze? – How innovation improves life
Since the covid warnings have spread through the news even faster than the virus itself, we have started to ventilate like never before by opening our windows at home and at work at any time and length. Now that winter is coming and energy prices haven been soaring to unknown heights, this could turn out…
Energy Transition in Action – Hydropower Hope
Renewable Energy Challenge In 2019, the share of electricity in final energy consumption was 19%, which according to Bloomberg could grow to 49% in 2050. This means a massive increase from 79 EJ to 192-194 EJ mainly driven by wind, solar and nuclear power [1]. Surprisingly the Bloomberg report does not mention hydropower, which in…
On the move for decades and still no home
The challenge Housing shortage and high rents are a big problem for many Holocaust survivors and immigrants in Israel; 80.000 of them even live below the poverty line. Many of them have been on the move for decades because of antisemitism or economical challenges or both. The solution Amigour provides apartments at low rents and…
Marketing & Charity
The purpose of Marketing is to address client needs in a profitable way, by exchanging products for revenue and loyalty. Less fortunate people often do not have the means to provide for vital basic needs. Therefore, Philip van den Berg sees it as a social duty to highlight selective humanitarian projects on his marketing blog.…
When your body is in a permanent lockdown
The COVID-19 outbreak during the first half of 2020 made us all more aware of two things: what it is to live with uncertainty and limitations and how those who became seriously ill, suffer and struggle to survive. Many have been severely impacted by the lockdown of the economy, as the sick have been affected…
The 25-day Marketing Plan with the LIST Marketing Framework – How Lean, Insights and Scrum can make your marketing Thrive
During the last years, Philip van den Berg had the privilege to set up the marketing function at a number of startups with a similar challenge: Building a marketing machine that ‘produces’ from the beginning and brings growth. He used the LIST Marketing Framework, which addresses, how Lean, Insights and Scrum can make your marketing…
Lean Marketing
While many Start-ups have a first idea of the market and of the marketing direction – a website and social media channels are easy to set up -, they might struggle to establish effective demand generation. Focus on product development, financing, building a company, delivering results and dealing with the unforeseen, prevent that time and…
Insights Based Marketing
Insights Based Marketing or ‘IBM’ stands for the four cogwheels of the marketing machine that should be turning together from the beginning without interruption: meaningful Insights, an agreed upon high-level Strategy, a signed-off Plan, and full Execution. IBM is part of the LIST Marketing Framework, so I could test it in depth at Apilio. The…
Scrum in Marketing
The Scrum principles add an agile framework, that provides the conditions for an organization to implement ‘Lean Marketing’ and Insights Based Marketing. They include Inspection, Transparency, Adaptation, and having Iterative and Incremental processes and practices. The below sections review how Scrum fits in the LIST Marketing Framework as I applied it at Apilio and other companies. An advantage was, that…
Clean drinking water for Oksibil in Papua
When water is bad for your health Health blogs, health coaches and health authorities recommend us to drink two liters of water per day. Still 50% of the world population does not have access to clean drinking water [1] and annually close to 1 million people die from water, sanitation and hygiene-related diseases. The lack…
Can Artificial Intelligence reduce the bias in Marketing and Market Intelligence?
In June 2019, Jake Silberg & James Manyika of the McKinsey Global Institute (MGI) published the essay ‘Tackling bias in artificial intelligence (and in humans)’ [1]. In the below article, Philip van den Berg shares his experience with this phenomenon in Marketing and Market Intelligence. He shares some thoughts about reducing relative bias and the…
Marketing and Market Intelligence: what is it all about?
The definitions of what Marketing and Market Intelligence include and what not, show a great variation and are sometimes not that clear. In the below article, Philip van den Berg shares his thoughts about this topic, where the two overlap each other, and for both provides a definition, that he thinks works best. A great…
Book review: Strategy-In-Action: Marrying Planning, People and Performance
Transition-to-Success Framework for strategists & implementers, management & employees Why do many corporations but also SME’s, scale-ups and start-ups struggle and even fail? It’s not because the initial business idea wasn’t good or the mission or organizational setup wasn’t good. The older companies get, the more they can create an environment where its employees want…
Driving purchase behaviour and customer loyalty
I have always been fascinated by what drives purchase behaviour and customer loyalty. Whether it was at the local dairy shop and the mobile supermarket, that I as a little boy visited with my mum, or at today’s rapidly growing high tech brands that are disrupting the world. What value, what experience do they bring,…
Philip E. van den Berg - Marketing Excellence | Commercial Excellence 