The Lion’s Den
Blog content with bite, behind-the-scenes expertise and ideas
Why Pricing is the Most Powerful, and Overlooked Growth Lever
Pricing is not just about numbers. It’s about perception, positioning, and profitability. A 1% shift in price can create a much greater impact on margins than almost any other optimisation. Yet too often, brands avoid testing or adjusting pricing for fear of losing customers – when in reality, not testing means leaving growth on the table. Heading into Q4, pricing will be your biggest opportunity, and if you’ve not tested pricing, my advice is to start now before it’s too late.
How to Prep for Black Friday & Cyber Monday (BFCM)
Black Friday and Cyber Monday (BFCM) are no longer just two days on the calendar — they’re the climax of Q4 for many consumer brands. In 2024, UK shoppers spent an estimated £9.2bn across the BFCM weekend. In the US, sales hit $38bn.
For brands, the opportunity is huge — but so is the competition. Without a clear plan, it’s easy to get drowned out in the noise, overspend on ads, or discount yourself into a margin crisis.
That’s why preparation is everything. And preparation doesn’t mean scrambling in November. It means building a strategy months in advance that covers timing, offers, messaging, and execution.
Conversion The Hardest Challenge in Marketing (and How to Master It)
Ask any founder or marketer what keeps them awake at night, and the answer usually isn’t traffic or awareness. It’s conversion.
You can have the best product, the biggest ad budget, or a world-class brand. But if you can’t convert interest into customers, growth stalls.
Conversion isn’t just a metric — it’s the moment when marketing either succeeds or fails. And that’s why Conversion Rate Optimisation (CRO) is one of the most important disciplines in modern marketing.