are an innovative
strategic marketing-focused consultancy, advising a wide variety of
making "better decisions, more easily." We reduce the stress
surrounding important marketing decisions, offering a
greater likelihood of success.
a variety of methodologies - and decades of real world experience - we
encourage you and your colleagues to pause for breath,
cool, calm logic to situations
that can appear much more fraught when you are actually inside them.
do this by
you weigh all the evidence one way and the other, with due regard to
its true significance, maximising your chance of an optimal
seek to ensure
that no relevant factors are missed or ignored, and, on the other hand,
that no factors are given undue weight either.
lay out all your options logically, documenting your decison-making
process so that any other stakeholders will understand why
particular choices have been made.
offer wise heads, independence, boundless enthusiam and "no bull**** or
nutshell, that's what we do. We
invite you to read on and learn more ...
THE DECISIONS DECISIONS TEAM
We combine the talents of a small,
coherent group of
senior business thinkers. The company was begun
by Stephen "Yolly"
Yolland - well-known
strategic thinker, writer, ad man and public speaker.
- Yolly is responsible for the insights behind some of
the most successful
marketing campaigns in
recent Australian marketing history.
- Until 2004, he was Director of Creative
Strategy and Planning at Magnum Opus Advertising and formerly the
founder of successful boutique ad agency You,
Me and Him.
- He has also enjoyed success at Xerox Corporation,
Sharp Advertising, Ross, Bing, Swallow Advertising, and has been a
or winner of numerous national and
international advertising and marketing awards, including The
Advertising Effectiveness Awards, Clio, New York Festivals, Golden
Stylus, The Advertising Retail Awards, Melbourne Art Directors' Club,
- He served as one of the guiding committee and judges
Siren Awards, recognising excellence in radio advertising throughout
many others, major clients Yolly has worked
with now or in the past include:
Government (Police, Nurses) Budget Rent A
Packard Holden Special Vehicles Western Bulldogs
Metricon Homes Royal
Society of Victoria OneSteel
decisions, decisions has a special emphasis
on sales, marketing and advertising, but we also maintain
relations with a select group of advisers in
other areas such as personal development, public speaking and
presentation skills, leadership/team development, organisational and
strategy, event management, accounting and law. These experts are
available to call on as
and when our clients need them.
We are also
interested in achieving true buy in - "alignment" - of staff to an
strategies and goals, using the unique "Corporate Alignment"
survey, for which we are professionally accredited consultants, and
also "Eat Big Fish" seminars (please see below).
WHY EMPLOY OUR SERVICES?
We are always interested to see if we can TRANSFORM situations, not
just achieve small, incremental improvements.
Our clients are many and varied.
It's not, of course, that people
cannot make good decisions
on their own - but most people have to take vital strategic decisions,
especially regarding their marketing activity,
at the same time as handling a
myriad of day-to-day
matters. And that's a recipe for poor decision making.
we provide senior managers with timely, confidential
and independent support - and we seek to ensure
that all stakeholders 'come along for the ride' as well.
Most often, conversations with our clients start with comments like "I
know we could be selling more/working harder/smarter/more successfully;
I just can't
put my finger on why we're not getting there." In response, we provide
- at the very least - "a fresh pair of eyes", with no pre-conceptions
when we've had a chance to talk to you in detail, you'll never die
wondering what we think, either.
So how do we do what we do? Well, it
isn't rocket science. But it does
require good questioning techniques, research, empathy, brain power,
wide experience, a variety of tried-and-tested tools, and strong
our experience, understanding
questions to ask - in what order - is half the battle, because all
decisions, no matter how significant, are basically similar.
We work with our clients
through this step-by-step
process, helping them to challenge any stale assumptions.
We look for new ways forward, working to
frankness and insight, and always seeking to arrive at "SMART"
solutions - Specific, Measurable, Accountable,
Results Oriented, and Time
When we have helped an organisation arrive at a logical
decision, we will help with the implementation if they so wish, or
perhaps recommend others who can do so.
our core philosophies (see "Seven Rules" below)
that the whole organisation must be
aligned to its marketing messages.
Because then - and only then -
management really can change
decisions is one of Australia's most enthusiastic
promoters of the business concepts contained in Adam Morgan's seminal
"Challenger" brands, called "Eating The Big Fish". (See the link to
conducted a number of one and two-day "Big Fish"
for leading corporations, unleashing insights and ideas "locked" in
the minds of their senior managers. We help people achieve "thought
their marketplaces, competitive advantages
for their businesses, and a "step change" in their expectations of
created incremental productive
potential and marketing insights worth millions of dollars.
We believe virtually any company will reap real benefit
from "Big Fish"
and we would be amazed if the Return on
Investment did not vastly exceed the effort and costs involved. It is a
tremendously exciting "whole of business" energising tool.
Well, that's us. If you are
interested to learn more about any of our diverse range of corporate
do get in touch.
3066. Tel/Fax: +613 9419 5513.
So can we help? Please just click
us here firstname.lastname@example.org
INSPIRATIONAL AND INSIGHTFUL PUBLIC
to speak at your
other corporate event.
Read on to see what others have said
about his abilities as an analyst, public speaker and trainer.
attention of a room and doesn't let go till they've got the point. With
for expressing complicated ideas with compelling simplicity, he's like
whirlwind for positive organisational change."
President, Western Bulldogs
"It was great to see
you at our conference again this year. Must credit you with
something,. Your words last year were direct and piercing. My
commitment and sales output from that day on (after the hangover
faded!) close to doubled in one year. Thanks for being so frank."
(Sales team uplift/Sales techniques)
"You really are an
"enthusiasm fountain". Fantastic. Very relevant and very timely."
(Successful personal networking)
"I'm sorry; I
couldn't talk more after your session ended; I was so moved I had to
go away and think. Thank you so very, very much."
(Sales team uplift/Sales techniques)
"The only training
session we have ever set up where people were complaining it didn't go
on long enough."
Seminar organiser (Public speaking skills)
"I have literally
people moved to tears with the inspiration Stephen offers.
be re-invigorated and re-focused
on what's important in a half hour chat that
combines humour and solid business knowledge. I'm actually never quite
going to say when he stands up, but I can honestly say I have never
been in his presence and not learned something new and valuable."
Sales Manager, Porter Davis Homes
"Yolly has a unique ability to
relax an audience. He can be
hilariously funny - but when he turns to what really matters,
you can hear a
pin drop. He's the only speaker we've ever had on a training course
session was scored 11 out of 10 by attendees."
Ian Roberts, Sales
Manager, Onga Pumps
“Whatever you have to
communicate, explain it to Steve Yolland and
he’ll get it over to an audience of 10 or 1,000 with huge impact.
age, he’d have been one of those speakers whose words are written down
re-told. You see it in the nodding heads.
People from all walks of life just get him. Of
course, it helps that his
understanding of consumers is amazingly comprehensive,
Ron Klein, Managing Partner, The
who goes by the name 'Yolly' has got to be able to back it up. And he
a beer in the left hand, a microphone in the right hand and an
directly in front and it creates a '
Triangle' environment where you can actually get dragged into a
force of commonsense.”
Director, Spirit Telecom
“He knows the
world of sales, advertising and
marketing like the back of his hand. What is more remarkable is he
as much about life generally. You might not always agree with him,
but he’s one of the ten most interesting people I’ve ever met in my
Tim Stanford, former
Director Cadbury Confectionary, & now Principal, Ynot Strategic
STEVE YOLLAND BIOGRAPHY
moving to Australia from the UK, Stephen took a combined honours degree
in English and Theology at Southampton University, and then enjoyed a
in the computer industry, in a variety of senior sales and general
1986 he was the British Public Speaking Champion, and a Finalist in the
British Debating Championships. He was also runner-up in the European
Speaking Championships in Finland.
involved in citizenship issues, in June 1983 he was the Liberal Party
parliamentary candidate for Fareham, achieving the most successful
result for his party in that
seat in the modern era. He was also a member of the Liberal Party's
national policy and representative body,
the Liberal Party Council, and has maintained an interest in
international relations, social justice issues, and the highs and lows
of political campaigning.
moving to Australia in 1987, he has advised a number of Australian
political, charitable and social organisations on their public
presence, and forged a highly-acclaimed
second career in advertising and marketing. He
is also regularly heard broadcasting on both ABC and commercial radio
on a wide range of issues including marketing and sport, and is in
constant demand as a motivational
speaker. He is also the voice (or voices!) behind many of Australia's
best-known radio advertising campaigns,
including, for many years, Budget
Rent a Car.
many years of being glued to the radio at two in the morning listening
to the travails of his beloved Southampton FC, he counts being
recently interviewed on the pitch
at St Mary's Stadium as the Club's representative in Australia as
"without any doubt, my finest hour".
takes all sorts.
is married with one
child, and lives in Doncaster in Victoria.
TO CONTACT STEVE FOR PUBLIC SPEAKING, OR MARKETING CONSULTANCY, PLEASE
DECISIONS DECISIONS' 7 RULES
ADVERTISING AND BRAND MANAGEMENT
- Because if you aren’t, nothing else matters.
never deserve to be bored by your messages.
Be a "Challenger" brand.
- Because all companies – even market leaders
think like “Challengers”
if they seek dramatic and
progress like a hawk.
- Because a brand is never still. Its position
the market changes constantly.
influences on a brand
are sometimes beyond an advertiser’s control.
- So you need to constantly
trim the sails in a known and planned direction or risk
being blown off
6. The whole
must be aligned to its marketing messages.
- Many talk about this, few do it. And the passion
for alignment always starts at the very top, with the CEO.
brand management can
change the world.
- It adds (or saves) jobs, grows real wealth,
consumer choice, and it increases
real shareholder value in a
measurable way. You and your staff should aim for nothing less!
And please be honest with yourself.
ads aren't working, it's nobody's fault
but yours. Why? Well, if you're getting great work
from your ad agency, and you're
turning it down, that's your fault. And if you're getting
and you're still employing them,
then that's your fault too.
So there we have it:
E - Excite.
T - Trim the
A - Align.
C - Change
And if anyone can think of a clever acronym or menmonic to remember
then a bottle of decent champagne will be winging its way from
decisions decisions to your desk! Just email email@example.com
From time to time we will
to websites that we have found important, useful, thought-provoking or
need to BOOKMARK our
you leave, by the
way! Press Ctrl + D, or just go
and add us to your list. Thanks!
Make Poverty History You watched the Live8 concert.
Heard the news. Were moved. OK, now do something. Go here.
Global Call To Action Against PovertyThe overall campaign of which
Live8 was just a part. Don't wait for someone else to do something.
Because they may be waiting for you.
The Hunger Site
Click here to donate food to the world's hungry, and to access other
related "click and donate" schemes. Costs you nothing - well, just a
few seconds out of your day - but no cash. And please tell your
friends. Actually, why not add the link to your own website? Also, if
you need to buy someone a unique (and uniquely useful) present, just
Some decisions are more important than others. This is a fascinating
archive of every TV commercial ever released during a
Presidential election in the US. Thought-provoking, worrying and
uplifting. But a warning - you can easily spend hours here!
Eat Big Fish
opinion, Adam Morgan is perhaps the world's most clear-headed thinker
competitive advantage and sustainable growth. Click this link to read
more about his ideas.
Unfortunately, he's in London most of the time. So talk
to us about an "Eat Big Fish" seminar.
USA-focused, but nevertheless this must be the most massive collection
of web resources for busy executives that we've found so far. If you
can't find what you want here, it probably doesn't exist.
This is a website that seems to boast a vast amount of useful
information, reports, e-newsletters and much more on many aspects of
making managerial decisions. Registering for their email is
well worthwhile in our experience.
The website of the quarterly newsletter from the famous consulting
firm. Packed with helpful stuff.
Adrants Subscribe to
wittiest daily newsletter on the lunacies - and wonderful successes -
of the advertising world, worldwide. Links to many useful
thought-starters and campaigns, and just a jolly good read.
THAT DIDN'T FIT ELSEWHERE
for that killer phrase for your next report? Don't pay us a
fortune to come up with it for you. Just click here and then click the
"Make Bullshit" button. You know it makes sense.
Radical Tees A collection of
deliberately radical t-shirts designed by Steve Yolland. You probably
won't agree with all of them. Or any of them. That's actually the whole
point. If we fail to debate, we fail.
An interesting experiment creating an online encyclopedia. Easy way to find that useful fact you need. But cross-check the fact.
Well, This Is What I Think Steve's personal blog, commenting on current affairs, popular culture, marketing, and anything else that catches his eye. A great read - subscribe today!
We do not warrant the
contained on these
websites as accurate or represent it to you as advice to
information on this website is Copyright Decison Makers
Pty Ltd and
may not be reproduced or used without permission. All Rights Reserved.
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aqbsquatulation has been used in its correct context elsewhere than in
this warning, it does not have any legal or grammatical purpose and
may, for the purposes of this disclaimer, be ignored. No animals were
harmed in the construction of this website. Those of you with an
irrational fear of the unknown will be relieved to hear that reading
this website backwards produces nothing other than a headache, and
there are no hidden messages of an unpleasant nature. Have a nice day.