Firstly let me apologise for bringing that word into your world. De-niching. Yes, I know. Yuk. Better or worse than uncoupling? Grim, both of them. But, this week, de-niching is my magnificent obsession. De-Niching It’s not what you are supposed to do. Nicola will go ballistic when I tell her on the podcast. It’s counter-intuitive as all hell, perhaps that’s why I like it so much. It feels right. Marketing experts will tell me I am wrong, and I may prove them right. I may need a new website for it, I already own the URL for it, but you […]

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