Sensory marketing: Colour, texture, crunch... - June 2016

Business Think
UNSW Australia School of Business

"How the colour of food alters perceptions of texture"

Professional writer: Chris Sheedy
1200 words

The manufactured and reassuringly solid clunk of a closing car door is an example of sensory marketing. It is a sound that makes us feel the entire car is safer and better built. Then there is the deep and lustrous scent of chocolate or coffee that pervades various cafes and chocolate stores, even when few of their products actually give off such an aroma. The smell of leather in luxury car showrooms, the scratchy sound when writing with a Sharpie pen, the obviously heavier and darker glass bottles of high-end red wine – they’re all examples of sensory marketing at work. 

Synaesthesia, or the production of an impression on one sense by the stimulation of another, has long been researched by neuroscientists, its results translated into a powerful marketing tool. Those with something to sell are becoming better at utilising it. READ FULL STORY

How to do online marketing - June 2016

Australia Post

"5 ways to market your business"

Freelance business writer: Chris Sheedy
600 words

Email marketing. Google AdWords. Remarketing. Social media marketing. Direct mail. They can all be powerful marketing methods in their own right. But develop a deeper understanding and use each for specific purposes during your online marketing campaigns and you’ll discover the true power of promotion. READ FULL STORY

Business and the 100-year life - May 2016

HR Monthly
Australian Human Resources Institute

"The long and winding road"

Freelance journalist: Chris Sheedy
1400 words

The generation currently entering the workforce is the first for which a 100-year life will be the norm rather than the exception. The HR profession must prepare for the wave of change this will bring, says Professor Lynda Gratton. READ WEB VERSION

When business embraces diversity - April 2016

HR Monthly
Australian Human Resources Institute

"Special Ability"

Freelance business writer: Chris Sheedy
1600 words

The IT world has discovered the value that autistic people can bring to an organisation. But the lessons they are learning about diversity are important for HR professionals in any sector.

During the second world war, the Allied intelligence services utilised unique talents of colour-blind people to their benefit. Aerial photographs of enemy positions had to be analysed to identify the movement and location of troops and weapons. Whether the photos were black and white or colour, camouflage made the positions almost impossible to distinguish. But colour-blind people had spent a lifetime noticing visual differences that are not related to colour, so they spotted camouflaged positions with ease. What had previously been seen as a disability was suddenly recognised as a powerful advantage.

Michael Fieldhouse, the director of federal government and emerging business opportunities for Hewlett Packard Enterprise (HPE), recalls being told about this by his father. It is a story that stuck with him, and is one he uses to illustrate the potency of the project that has been his passion ever since he read a fascinating case study several years ago. The paper was co-authored in 2007 by Professor Rob Austin, at the time working at Harvard Business School. It profiled a Danish not-for-profit called Specialisterne (The Specialists in Danish), which placed people into software testing jobs and roles that were recognised as monotonous and repetitive, but which required great accuracy. Three out of four of Specialisterne’s employees had been diagnosed with some form of Autism Spectrum Disorder (ASD). READ ONLINE VERSION

New angle on change management - March 2016

Business Think
UNSW Australia Business School / AGSM

"When the sins of old changes come back to haunt"

Professional writer: Chris Sheedy
1200 words

Management needs to admit to past mistakes to regain employee trust and rebuild commitment.

It's a business world truism that change is a constant – the rate of market and business transformation is ever-increasing and organisations unwilling to constantly modify themselves are sitting ducks.

The role of the management team, therefore, is very much one of change manager. It sets future strategy, agrees on goals, then goes into the organisation to make those goals a reality. This can often involve asking staff to join them on a process of change. 

But what if such a process was managed ineffectively in the past, if the last change program left certain individuals or members of specific departments with a bad taste in their mouths?

What if the last program resulted in no real change at all or, even worse, violated the organisation's psychological contract with particular teams or staff members? READ MORE

Future of Australian business - March 2016

CA Magazine
Institute of Chartered Accountants Scotland (Global)

"In Conversation: Growth In Australia"
A round-table discussion with 12 of Australia's most powerful financial figures.

Freelance writer: Chris Sheedy
1500 words

A fall in the fortunes of the mining industry plus an ever-changing political landscape may signal tough times ahead for Australian business. Chris Sheedy reports.

A succession of six political leaders over eight years – with Malcolm Turnbull’s dramatic return as prime minister just the latest shift in power – is always going to create challenges. Australia and its economy appear to have cruised through so far, but with demand for its mineral resources falling, trouble is brewing.

Where does “the lucky country” go from here? Does Australia’s current prime minister offer any greater hope than his recent predecessors? And what is the continuing fascination with Australia for the many ICAS members who move there on a three-month secondment, and end up staying for life? READ MORE

Business success secrets - February 2016

Open Colleges website

"Business advice for entrepreneurs: Shark Tank's Janine Allis"

Freelance journalist: Chris Sheedy
1000 words

One of Australia’s switched-on business personalities, Janine Allis knows how to spot a winning idea. We talk to her about her own career journey, the Boost Juice boom and what makes a successful entrepreneur. READ STORY

Selling life to the dying - January 2016

Business Think
UNSW Australia Business School

"Where preventative health products are hard to sell"

Freelance business writer: Chris Sheedy

1200 words

More than 10 million children die each year in developing nations across the globe, according to research co-authored by Sarah Walker, a lecturer in the school of economics at UNSW Business School. Many of these deaths could be prevented by relatively simple measures. Shoes could be worn. Mosquito nets could be put above beds. Soap and clean water could be made more readily available. READ STORY

Women in tech - January 2016

In The Black
CPA Australia

"Five innovative start-ups founded by women"

Freelance writer: Chris Sheedy
1200 words

Women are in the minority in the field of technology, which makes it all the more impressive that these five entrepreneurs have been able to find success with their daring and innovative start-ups. READ STORY

Executive retreats - December 2015

Qantas magazine

"Well-earned breaks"

Freelance journalist: Chris Sheedy
800 words

It's been a busy year for Australia's executives. They share their holiday plans with Chris Sheedy.