The Knowledge: Neil Farmer, managing director, Neil Farmer Associates

Never hide your light under a bushel. Don’t be afraid to let the world know of your expertise.

All companies go through good times and bad. Whatever the state of the business, even if there is bad news to be told, always let your customers hear it from you first.

Always innovate, never stand still. Too many good companies have stood at the top of the hill, stayed there to admire the view and then been overtaken by someone who realised the summit was still a little further and kept on going.

Never forget that all national markets are different. Learn about the country you are likely to be selling into or producing in and be prepared to adapt your strategies based on local conditions.

Be professional in all your marketing, communications and media announcements. If you aren’t sure about what you are saying or the way you are saying it, the chances are the market won’t understand it either.

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