The Fable DEX

Practical ideas for deciding what your business needs, building it and helping customers choose it. Start with a question you’re working through.

Articles

Clear direction before more activity. Positioning, offers, audiences, messages, and the decisions that make a business easier to understand.

A practical test for whether customers can understand what you sell, who it is for, and why it matters.

How a clear market position becomes harder to recognise as offers, audiences, and messages accumulate.

The standards customers use to compare their options, including the ones they rarely state directly.

What Singapore businesses should know before applying for Enterprise Development Grant support for strategic brand and marketing work.

Clear direction should guide what a business builds, and growth should amplify something worth choosing.

How the order of a story helps a reader understand what changed and why it mattered.

A tool for comparing what customers need with what a business offers, revealing where the two do and do not fit.

Character patterns used to explore a brand's personality, motivations, and expected behaviour.

A practical way to define how one recognisable brand voice should adapt to different situations.

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