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Claire Keane
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Today's Document
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@krislaiblog
Learn how value selling helps customers see the worth of your offer by focusing on outcomes, proof, and better business decisions.
By prioritizing the delivery of real value to customers, businesses can thrive in today's competitive market and build a solid foundation fo
Risk Thinking: Better Business Decisions Under Uncertainty
Every serious business decision carries risk.
Hiring is risk. Not hiring is risk. Raising prices is risk. Keeping prices the same is risk. Using AI is risk. Ignoring AI is risk.
That is why I have been thinking more about risk thinking as part of better business decision-making.
Risk thinking is not fear.
It is not overthinking.
It is not reckless “risk it all” behaviour either.
It is the habit of asking better questions before you decide:
What are we trying to achieve? What could go right? What could go wrong? What assumptions are we making? What happens if we do nothing? What signal would make us change course? What consequences can we accept?
In my writing, I often connect this to the KrisLai Decision Framework™:
Behaviour — what people are actually doing Signals — what evidence is appearing now Environment — what conditions are shaping the decision Consequences — what happens next
The goal is not to remove risk from business. That is impossible.
The goal is to understand risk well enough to decide with courage, caution, and clarity.
I’ve updated my article on this here:
Learn how risk thinking helps leaders weigh upside, downside, assumptions, inaction, and consequences before making business decisions under
Learn why people share ideas, how viral content spreads, and how brands can grow attention without losing trust.
By harnessing the potential of viral marketing, you can take advantage of its ability to create exponential growth for your business. Embrac
Search used to be about links.
Now it is increasingly about answers.
That one shift changes a lot:
how people ask questions
how they compare options
how they form trust
and how they decide who to buy from
In my new article, I explore how AI is changing search behaviour and what businesses need to do now if they want to stay visible.
I cover:
conversational search
zero-click behaviour
AI summaries and citations
trust signals
what leaders should actually do next
This is not just about SEO. It is about business clarity, authority, and discoverability.
Read the full piece here:
https://www.krislai.com/how-ai-is-changing-search-behaviour-and-what-businesses-must-do-now/
Many marketing discussions revolve around channels and tactics.
But one of the most important strategic questions is much simpler:
Should your marketing message reach everyone or focus on a specific niche?
This distinction lies at the centre of micro marketing vs macro marketing.
Macro marketing focuses on broad reach and large audiences.
Micro marketing focuses on highly targeted segments with personalised messaging.
In practice, many successful companies combine both strategies.
They use broad marketing to create awareness and targeted marketing to convert interest into customers.
I recently explored this idea in more detail here:
Should you target everyone or a niche audience? Discover when micro marketing or macro marketing works best for growth, reach, and conversio
Most marketing content gets attention…
…but not customers.
Often the reason is simple.
Companies optimise content for keywords, not intent.
Understanding what a customer is actually trying to do — learn, compare, or decide — changes how marketing works.
When businesses recognise those buying signals, content becomes much more useful.
I explored this idea in a recent article:
Customer Intent Marketing: How to Turn Buying Signals Into Sales
Psychological Safety Leadership: How Leaders Build High-Trust, High-Performance Teams
Many workplace problems begin quietly.
Someone notices a concern in a meeting. They hesitate to raise it. The conversation moves on.
Later the issue becomes obvious to everyone.
The difference is often psychological safety — the sense that it is safe to speak honestly.
Research from Google’s Project Aristotle showed that the best teams were not always the smartest.
They were the teams where people felt safe to contribute ideas.
Leadership behaviour plays a huge role in creating that environment.
I recently explored this idea here: https://www.krislai.com/psychological-safety-leadership-how-leaders-build-high-trust-high-performance-teams/
Marketing is changing.
Not because customers stopped researching — but because many decisions now happen in small, fast moments.
A quick search. A comparison. A review check.
I’ve written a new article about micro-moment marketing and how businesses can respond to these behaviour shifts.
👉 https://www.krislai.com/micro-moment-marketing-how-small-moments-drive-big-buying-decisions/
More writing: https://krislai.com
Trauma-Informed Leadership
Leadership is often discussed in terms of strategy, performance, and results.
But underneath those things is something more human — how safe people feel.
Trauma-informed leadership isn’t about therapy. It’s about understanding how stress and uncertainty affect behaviour, and leading in ways that create clarity and trust.
I’ve written a new article exploring what this means and how leaders can apply it in real workplaces.
👉 https://www.krislai.com/trauma-informed-leadership-what-it-is-why-it-matters-and-how-to-practice-it/
More writing: https://krislai.com
Have you ever seen a workplace change after a difficult event? What helped recovery?
When trust breaks at work, performance suffers.
Understanding organisational trauma is the first step to recovery.
👉 https://www.krislai.com/organizational-trauma-what-it-is-signs-to-watch-for-and-how-to-heal/
Stop Chasing Profit. Start Designing It!
Being “good with money” as a small business owner isn’t just about budgets.
It’s about systems.
It’s about building your business to be profitable—not just hoping the numbers add up.
That’s the heart of profit engineering, and I’ve written a full breakdown (with tools, tips, and a free PDF) over at:
krislai.com
Live Shopping: Revolutionizing Small Business Sales
Live shopping is more than a buzzword—it’s a transformative approach for businesses to engage with customers.
Discover how brands like IKEA and Hobbii are leading the way and learn how to implement these strategies in your own business.
Read the full guide: https://www.krislai.com/how-live-shopping-can-skyrocket-your-small-business-sales-the-ultimate-guide-to-getting-started/
📊 HOW TO CALCULATE CUSTOMER LIFETIME VALUE (CLTV) & WHY IT MATTERS
Ever wondered how much a single customer is really worth to your business? 🤔
That’s where Customer Lifetime Value (CLTV) comes in. It’s not just about one sale—it’s about understanding how valuable a customer is over their entire relationship with your brand.
🔷 Why Should You Care?
• Helps you spend smarter on ads
• Improves customer retention strategies
• Predicts long-term profitability
Ready to take action? I’ve put together a FREE CLTV Calculator to help you crunch the numbers and make smarter business decisions.
🧮 Use it for FREE here & start optimizing! krislai.com/unlock-profit-calculate-customer-lifetime-value-maximize-growth/
🚀 Want More Sales? It Starts with the Right Audience!
Ever feel like your marketing just isn’t hitting the mark? You might be missing one key ingredient: A solid customer persona.
Here’s why it’s a game-changer:
✔️ You’ll know exactly who your ideal customer is
✔️ Your marketing messages will actually connect
✔️ You’ll see higher engagement & sales
In my latest post, I break down how to create a customer persona step by step, plus how AI can make it easier! 🤖
📖 Read the full guide: krislai.com/creating-a-customer-persona-a-step-by-step-guide-on-how-to-do-it/
💬 What’s the biggest marketing challenge you’ve faced? Let’s chat!
📢 Static signs are outdated. Digital signage is the future!
📢 If you’re still using paper posters and chalkboards for your business promotions, you’re missing out on one of the most powerful marketing tools available today. 🚀
✅ Engages customers 400% more than static signs
✅ Instant content updates – No printing costs
✅ Boosts sales & enhances brand recognition
From restaurants and gyms to retail stores and offices, digital signage helps businesses stand out and convert more customers. The best part? It’s more affordable and easier to use than ever before!
💡 Top Digital Signage Software for 2025
🔷 Best Overall: Yodeck (Easy, affordable, and feature-packed)
🔷 Best for Restaurants: Mandoe (Seamless digital menus & promotions)
🔷 Best for Retail etc: DisplayNow
📌Ready to take your business to the next level? Read my full guide on choosing the best digital signage software ➡ krislai.com/unleashing-the-power-of-digital-signage-the-best-software-to-transform-your-business/
Entrepreneurial Success Starts with These 11 Core Competencies!
Entrepreneurship is more than just an idea – it’s a skillset. If you want to navigate challenges, make strategic decisions, and grow your business, you need these 11 Personal Entrepreneurial Competencies (PECs).
👉🏼 Learn how to develop:
✅Problem-solving & adaptability
✅Strategic risk-taking & leadership
✅Resilience & self-confidence
👉🏼 Read the full article at:
Want to become a stronger, smarter entrepreneur? Mastering Personal Entrepreneurial Competencies (PECs) can transform your business mindset
How AI is Shaping the Future of Dropshipping in 2025
Dropshipping has always been an accessible way to start an online business, but in 2025, AI is taking it to the next level. Imagine automating product research, running highly targeted ad campaigns, and streamlining order fulfilment - all with the power of Artificial Intelligence.
In my latest blog post, I explore:
… How AI tools like Ecomhunt and Dropified simplify dropshipping
… The best platforms for automation, including Shopify and Spocket
… Trending niches and strategies to dominate the dropshipping world
– Read the full article on Krislai.com
Whether you’re just starting or scaling your business, this guide is packed with actionable insights to help you thrive in the competitive world of e-commerce. Let's build smarter, not harder!