Entrepreneurship and growing businesses

Michael Field was recently interviewed by The Profitalist for their Entrepreneur Insider Series. He shares his views on the future of marketing consulting industry, entrepreneurship and growing the businesses.

Below is an excerpt. The full article can be found at: http://www.profitalist.com/entrepreneur-insider-series-michael-field-michael-field-strategic-marketing-consultants/

Q: Where do you see your industry heading in the next 5 years?

A: The marketing industry is benefitting enormously from technology and globalisation. One positive impact is that we can now source talent from a global talent pool and increase our productivity by optimising workflow across time zones.

I see an ever-increasing reliance on technology, increased in-house marketing capabilities and talent development (especially in business development, account and relationship management) as key drivers for success in the future.

Q: What do you plan on doing/changing in order to keep growing in this time period?

A: Our business has evolved from a single person consultancy to a fully integrated strategic marketing consultancy, advertising agency, and PR, media and communications consultancy.

To remain competitive, we need to be at the forefront of these changes, ensuring that we are taking our clients with us on the journey. We are more focused on developing our client attraction and retention strategies while simultaneously developing global reach and expertise in our talent pool.

Q: What one piece of advice would you give to someone just starting out in your industry and wanting to make it to the top?

A: The one piece of advice I would offer is this: Ask yourself if you are truly committed to doing this for the long haul.

This is not a ‘get-rich-quick’ industry. It is built on long-term, mutually beneficial trust relationships. Relationships take time to build, cultivate and harvest. If you are going to set up a marketing or strategy consulting business, it is a lifestyle choice, which has multiple demands on you and your time. The rewards are not all financial. Much of the rewards for the first several years are simply surviving, winning the next deal, building strong relationships and delivering high quality work. Ask yourself if you are really up for it!

Article link: http://www.profitalist.com/entrepreneur-insider-series-michael-field-michael-field-strategic-marketing-consultants/


Michael Field, Managing Director for Michael Field Pty Ltd.

Is Apple losing the plot?

My first Apple product was an LCII, which I purchased second-hand in the early ’90′s. For those of you who don’t know what an LCII is, check here.

The LC’s were affectionately referred to as ‘pizza boxes’ with a 10MB RAM limit – no matter how much memory was installed.

At the time, my brother was working in multimedia design for a large, global property development firm. He convinced me of the benefits of buying an Apple product and overcame my objections to the comparatively high price of the product at the time.

I have been considered as somewhat of an Apple ‘fanboy’ since that time and over the years have convinced many people to move over to Apple. I even bought my wife a MacBook as a wedding present. (Such a romantic, right?)

What I have always loved about Apple (apart from the elegant design and intuitive user interface) is the helpfulness of the Apple community – starting with the friendly, informed and helpful people at the Apple store.

That was then – this is now.

Fast forward to 2013. I now run a small consulting business, creative agency and PR firm. We are entirely a ‘Mac shop’ – operating on mac servers, iMacs, MacBook’s, iPads and iPhones. We are entirely dependent on the Mac ecosystem, and it appears a large portion of the rest of the world has caught up!

It is now passe to comment on the number of iPhones, iPads and earpods you see at the gym or on the bus. Everyone is wired in and the Apple symbol is ubiquitous. But has Apple kept up to its brand promise of elegant design, intuitive user interface and a friendly, helpful community of Apple fans and staff willing to help at the drop of an app? I don’t think so…

Apple is falling behind. And they risk losing the confidence of their greatest supporters; the early adopters and fanboys who have always backed them and given them the benefit of the doubt.

The list of failures is getting too long and the speed of recovery too clumsy and amateurish.

As an example, I am still using an iPhone 4 and have no desire to upgrade to the iPhone 5 as the benefits don’t seem worth it. The problem is though that the iPhone 4 is failing miserably. The battery life is awful, the home key barely works and the phone simply shuts down for a rest whenever the strains of modern life get too much for it!

Will they recover? I don’t know, but for the first time in 20 years I am considering buying something other than an Apple.


Michael Field, Director at Michael Field Pty Ltd.

What Dr Suess can teach us about Search Engine Optimisation

Dr Suess is an SEO expert

Who remembers escaping into the imaginary, nonsensical world of Dr Suess when they were young? As a child, I spent much of my time in my imagination- and one of my favourite book series that encouraged this was the Dr Suess classics- like Green Eggs and Ham, and The Cat in the Hat.

You’re probably wondering what on earth Dr Suess has to do with search engine optimisation (SEO). Bear with me.

His first, now classic children’s book, The Cat in the Hat, contains only 236 words. However because of the high repetition of keywords (although sometimes nonsensical), Suess achieved very high recall and recognition rates in young and old readers alike.

Here’s where the link to search engine optimisation (SEO) comes in. This example is a great metaphor for online copywriting (for search engine optimisation)- particularly when the objective is to achieve relevant, organic ranking in search engines, based on a specific palette of keywords.

Achieving effective search engine optimisation (SEO) is, in part, the judicious selection of keywords- then expertly crafting the copy to produce high-ranking results in search engine rankings.

With this in mind, it’s important to realise that copywriting for web content is not a set-and-forget strategy. Rather, it requires considerable up-front planning and strategic thought, prudent selection of keywords, and expert copywriting and narrative skills.

For effective search engine optimisation (SEO) copy, the objective of the copywriter should be to construct content that is keyword rich and attractive to search engines, that maintains a natural flow, and yet engages the reader’s interest… just like Dr Suess.


Michael Field, Director at Michael Field Pty Ltd.