My secret work weapon: Choose a mantra to aim for - an idea you can visualise

For us, it's all about how we deliver 'Priceless', the cornerstone of the MasterCard insight and proposition. For any partnerships we get involved in, we ask: 'Is it Priceless?' This creates an imperative to do your best, aim high and ensure the business remains unified and focused on delivering excellence.

It may be a marketing message or the way the founders talk about it, but translate that into something you can visualise.

Along with this is a book: How Brands Grow: What Marketers Don't Know, by Byron Sharp. It helps put the consumer at the front of the experience but challenges some assumptions about marketing.

Two key points: distribution is the first vital goal, and distinctiveness. Differentiation is commonly cited as the 'Holy Grail', but distinctiveness allows you to stand out by aligning the consumer-inspired insight with your company's beliefs and values and should ensure you remain relevant, helping you succeed – and that's priceless.

This article was first published on marketingmagazine.co.uk