Posted: Mon 18th Jul 2016
Every Tuesday at 12.30pm you can watch an online business masterclass delivered by one of our Adviser Classic members.
This week marketing expert Mark Kusionowicz will host: How to build a value proposition that convinces people to buy.
Masterclasses are now available to everyone at a cost of only Â£10 each. To register for this week's event at 12.30pm on 19 July, go here.
Don't forget that Classic members can watch every weekly masterclass for free! To register, log into your Enterprise Nation account and go to the events page where the discount will be automatically applied.
If you're not yet a Classic member, free masterclasses are just one of many benefits. Join now!
**Company: ** Go2Markit Consulting
**Twitter: ** @Go2Markit
Company founded: 2013
What is your favourite business book and why?
Crossing The Chasm by Geoffrey Moore. It was the first book I found that discusses business-to-business marketing of technology rather than using examples from the consumer world. Plus it was eminently readable. It provided pragmatic and practical tools to help me do my job, not just a lot of 'MBA theory'. I have always tried to emulate this approach.
Who is your business hero and why?
I don't have one particular hero, but would include influencers such as Geoffrey Moore, author of Crossing The Chasm, Steve Jobs for his apparently instinctive approach to knowing what would wow the market, and, as a result of spending a bit of my career on aeroplanes, Richard Branson for his understanding that if your employees enjoy their work then they will delight your customers.
Describe your business in a tweet.
Helping clients understand their target markets, building sales-winning value propositions and engaging with target buyers to drive profit.
What has been your biggest challenge?
Probably leaving the corporate world to start my own business, but actually any of the major changes in my career have been a challenge. These are, however, challenges I relish as I really enjoy learning new stuff and have a rather low boredom threshold!
What has been your greatest success?
My most memorable role was being recruited into a company called Candle to take what was a 'twinkle in the eye' of an engineer and create an offering. A year later we launched the first version of a solution that was described by a Gartner analyst as a new class of technology and which, within three years, went on to earn Candle over $30m a year.
What piece of advice do you wish you had known when starting out?
You don't have to do everything yourself.
Why do you consider long-term strategic advice important to business success?
Business owners need external help to lift their eyes up from the daily pressures of generating today's profit and look out toward the next phase of growth, opportunity or market change.
If you had a superpower what would it be and why?
The ability to read minds as then I could at least know what customers really do want, and how much they would pay for it!
Mark's Online Masterclass, How to build a value proposition that convinces people to buy, is at 12.30pm on 19 July. To register for the Masterclass go here or log into your Classic membership account and go to the events page to join in for free.
If you're an Adviser Classic member and you'd like to host a Masterclass, apply here.