Bruce M McKinnon

‘What’s Your Point?’ is the 2020 silver medal winner of the Axiom Awards (the U.S.-based award for business books) and a Finalist in the UK Business Book of the Year Awards.

Over the last 30 years working with brands, no matter what sector, product, service or geographical region, I've met clients who struggle to succinctly define the point of their organisations . Namely, bringing to the surface or distilling features and benefits, different target markets and audiences into a unified purpose or point, is tough.

Not surprising as it's not easy! But it's a challenge worth pursuing because having a point means a business has more chance of sticking in the minds of customers and more chance of providing clear direction to the team charged with making the brand a success. It stands to reason that a company that is aligned behind a shared point will have a better chance of success than one that isn't. So the role of the Brand Arrow, the tool in this book, is to marshal every aspect of an organisation into a single direction that will provide crystal clear clarity for both the customer and the business itself.

I had in mind when writing the book that it would be most suited to small to medium size organisations that have an established business, want to ensure their assets are being used to maximum effect and that their resources are being invested in the most efficient way possible. Although the book is aimed at businesses, it is entirely possible to apply the thinking to any organisation that seeks to engage an audience - charities, churches, campaign organisations, etc.

The book is also for entrepreneurs and start-up businesses who are looking to 'sense-check' their ideas, and to make sure their offer is both relevant to their buyers and differentiated from what's already in the market. It can be used to inform their launch plans and demonstrate due diligence to potential investors.

As well as being an author, I develop brand strategies for clients in the US and Europe and you can find case studies, details of my services, as well