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Emma-Louise Munro Wilson
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Anatomy of Trust – Brene Brown:

Tribe of Mentors – Tim Ferriss:
(Zappos) Delivering Happiness – Tony Hsieh:
Radical Candor – Kim Scott:
Sacred Causes – Michael Burleigh :


Enjoy the Episode – Happy Marketing!


One of the old classics SWOT is widely known and used across a lot of disciplines. But do you know about TOWS? This is the part that adds value to any SWOT and we’ll be discussing this later.

But first, let’s meet Emma-Louise Munro Wilson, Content Strategist, Revenue Growth Consultant and CEO for EMARI Group. Emma is all about generating new sales, shortening sales cycles and making repeat sales easier and who doesn’t want that. With a focus on turning existing customers and employees into engaged brand ambassadors, again, who doesn’t want that.

Just one career highlight is reducing marketing spend for a client by 90% yet seeing a 43% increase after just 6 months!


– Marketing isn’t just important, it is the business! If you don’t have sales, you don’t have a business and Marketing drives and facilitates this. It is integral to what we do and how.

– Always, always, always, be listening to your customers. And appreciate the feedback, but ask and act upon it. As Emma pointed out, if you get a 3 star rating, there is room for improvement, ask why only 3? It could be a simple issue, such as not having a website, social proof, transparency or a missed call. All of which are easily fixed. But it could be there is some fundamental flaw with your business plan that needs to be fixed. Always be asking!

– And finally, here are Emma’s top 5, no 6 tips for creating better content:
1 – Don’t be afraid to borrow ideas (but make sure you give credit for them)!
2 – Make your content purposeful
3 – Be interested, then interesting
4 – No one cares about your business as much as you do
5 – Follow-up with specific and interesting content
6 – And this is hot off the EMARI press – Create content worth bingeing on

Top Tip – The SWOT and TOWS

We all know what a SWOT is – looking at the internal strength and weaknesses of an organisation as well as looking at the opportunities and threats of the external environment. But how do we make any sense out of this and gather valuable, actionable insight? TOWS!

TOWS (Weirich)

The TOWS model sits inside the SWOT analysis and it brings together each component. Basically what this allows you to do is focus on one opportunity, threat, strength or weakness against another to create the best strategic response to what is actually occurring. Let’s break that down:

Strength/Opportunity (SO)

Utilising a strength to exploit an opportunity is probably the most obvious thing you could do as it is your strength and there is potential within the market for this to be utlised

Weakness/Opportunity (WO)

Using opportunities against weaknesses can highlight where these weaknesses can be overcome and thus taking advantage of any external opportunities. Mitigating weaknesses puts a company in a much stronger position.

Strength/Threat (ST)

It seems obvious to lean on your strengths, but analysing these against any potential threats mean you can counteract any potential issues within your marketplace by ustilising what you do well.

Weakness/Threat (WT)

Now this is the one that people usually struggle with. How the hell do you get strategic direction from a weakness and a threat. Well this is more defensive than anything, but it is always worth considering.

Take a look at your weaknesses and look to minimise these in order to reduce the potential threats that they may be creating.

For example – you may find that a weakness is lack of internal communication and a threat is confusion about your new range of products within the marketplace. One strategy you may look to implement is creating an internal comms strategy that creates clarity over the product range which in replicated into the marketplace. 

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco
Creative Commons License