Forget word-of-mouth, even word-of-mouse. Think 'buzz' - creating enthusiasm for a product or service without spending too much: viz, Viagra. You might think that an impotence cure would buzz away unaided. However, says McKinsey consultant Renee Dye, the subject of impotence was taboo. Instead, the Viagra buzz was built by popularising 'erectile dysfunction'. Dye recommends ploys such as rationing supply (only 2,000 VW Beetles in reflex yellow), exploiting vanguard buyers (placing 'Hard Candy' nail polish in exclusive boutiques), and riding on the back of cultural icons. Thus, Four Weddings and a Funeral, which quoted WH Auden, helped sell 50,000 copies of a swiftly produced anthology. One major catch is that your would-be buzzer must be highly visible. More demanding still: it has to be unique.
The new dragon on finding a niche and his plans to expand the family supplements business into America.
Healthy fast food chain Leon ditches plastic as founder John Vincent slams government for 'outdated' views on sustainable business
Employers can benefit from being clear and fair over wages, sick pay and holidays, says the Institution of Occupational Safety and Health.
The Legal & General CEO was recently voted Britain's most admired leader. His next big idea? Flat pack homes.
With GDPR looming, businesses need to improve their relationships with data-sceptic consumers, says Kantar TNS's Phil Sutcliffe.
Nothing beats the creative rush of a good stroll. Let's walk and talk, says Faisal Butt.