About michaelfieldcom

Michael Field is an independent strategy consultant with two decades of experience in strategy, marketing, strategic planning, market research, competitive analysis, needs based segmentation, e-commerce and innovation. His consultancy specialises in providing strategic advice to medium sized B2B and NF organisations. Michael has served as a Non Executive Director (NED) of Save the Children Victoria, is a former Save the Children New South Wales council member and former guest lecturer in marketing, small business promotional marketing and professional communication at ECU in Western Australia. He is the founder of the LinkedIn group Next Director for aspiring and emerging company directors serving more than 4,500 company directors globally. Specialties: - Strategy advice for medium-sized B2B, NFP and member services organisations - Strategic marketing - Market research and analysis - Competitive analysis - Market segmentation - Needs-based segmentation - Development of the value proposition - Marketing and business plans - e-commerce and online strategy development - Social Media - Keynote speaking - Technology and innovation - Ideas and inspiration

Social Media #Fail

What is the current obsession with failure?

Why is #fail such a popular social media meme?

How come so many people are happy to ‘stacks-on’ or ‘dog pile’ when someone makes a mistake online?

What possesses trolls to deliberately seek people out and antagonise them?

What possible satisfaction can anyone derive from just finding fault in others?

People make mistakes. I get that.

Companies get things wrong too. I get that.

Sometimes people (and companies) repeat mistakes. Don’t we all?

But when a person or a company makes a mistake, isn’t the public display of that mistake punishment enough?

Is there really any point in jumping on the bandwagon, pointing and screeching for their head to be spiked in the town square?

For what it’s worth, I am over the #fail.

I am for people trying, failing and trying again.

Screw the haters.


Michael Field, Director at Michael Field Pty Ltd.

‘Climbing Kilimanjaro’ Is More Than A Metaphor.

We have all sat through scores of strategy sessions and offsite planning days where the metaphor of ‘climbing Kilimanjaro‘ is used to describe a business journey. It makes sense, right? After all, ‘a journey of a thousand miles begins with a single step‘ – and lots of checkpoints along the way.

It can be both fun and effective to use metaphors, especially in the comfort of a conference room with a blizzard of butcher’s paper to simulate struggle and achievement.

But this time it’s real…

I’m actually ‘climbing Kilimanjaro‘ ? the one in Tanzania.

The Kilimanjaro Summit climb is a team fundraising effort to raise vital funds for the Guide Dogs breeding programme in Australia.

For those who don’t know, Kilimanjaro is Africa’s highest peak (5,895 meters) and is notorious for its challenging terrain and breathtaking views of the vast East African plains.

Our committed team of Guide Dogs supporters will depart on 25 November 2012 for a 12-day trek to the summit.

I have personally committed to raising $15,000 and I welcome your support either through sponsorship, cash, prizes, and corporate support or product donations.

For example, my dietary preparation is sponsored by Healthelicious who are providing their eXtreme Nutrition Bar for the duration of my training. See http://www.healthelicious.com.au

About Guide Dogs

Guide Dogs NSW/ACT helps people with vision impairment to achieve independence through access and mobility. All funds raised go directly to Guides Dogs NSW/ACT in support of their Guide Dog training program. See www.guidedogs.com.au

Donations and Sponsorship

If you would like to promote your business through sponsorship, donation or product support, please email hollie@stolenquotes.com . Stolen Quotes
is our pro bono PR, media and communications partner.

To donate please visit:


I am privileged to be supporting them and I encourage business and individual sponsors to support the cause by donating goods, services or financial support.


Michael Field, Director at Michael Field Pty Ltd.

Smart Signage

This is a guest post by Hollie Azzopardi from Stolen Quotes.

Last Friday, we attended AIMIA’s Smart Signage Event ? a forum exploring modern-day signage usage, including the use of interactive displays to enhance a brand, and the future of signage as technology progresses.

If you’re thinking signage of the future is all about QR Codes, you are mistaken. Smart signage is much more complex than scanning a sign and pulling up information. Think Minority Report. There are now tracking tools that can track your emotion, age and gender, simply through skeletal and emotional recognition. Scary? Yes. Exciting? Yes.

There are already examples of businesses taking advantage of the technologies available in the signage space.

US donut chain Dunkin’ Donuts introduced an interactive menu that can be updated in-store by the manager via iPad. Menus are able to be adjusted according to what specials the manager wants to promote that day, are synced with the social media activity occurring live and can even recommend a drink according to the outside temperature at the time. This interactive signage was also successful in eliminating the businesses reliability on cardboard and paper menus, ultimately saving them money in wastage costs as menus became dated.

Another interesting concept was vending machines using smile-detection software to encourage people walking by to approach the machine ? the bigger your smile, the greater your chance to win a free ice cream.

While options are almost limitless when it comes to how your brand or company could incorporate smart signage into your marketing strategy, there are a number of things that should first be considered:

- Do you have the right people on board to implement a successful smart signage piece? Consider that it is perhaps not the role of the marketing team ? is it the IT team’s job? Should consumer psychology be considered? Smart signage is more than just marketing. It requires appropriate data, testing and a balance of the consumer connection and technology at play.

- How will ROI be measured? Do you expect the signage to increase sales, or is it a publicity stunt? What are you offering the consumer other than an experience ? free product? Discounted product? Vouchers? Nothing?

- As Executive Producer of Boffswana, Robert Stock, said ? just because you can, doesn’t mean you should. Consider the sign’s purpose and cost. If it is not likely to produce the results you or your client is after, reconsider. There will always still be a place for simple signage. Unless you’re thinking about creating an interactive dancing bear sign ? apparently those are a hit!


Hollie Azzopardi, Account Manager at Stolen Quotes.