Profit by Design – Global Book Launch

Lean Business Strategies
Lean Business Strategies
Public group
Location image of event venue


It is with pleasure and great honour that I announce that Mark Hocknell has chosen our Meetup to launch his new book: Profit by Design: How to build a customer portfolio full of profitable promotors.

Mark first presented at our Meetup in 2016 when he introduced the concept of ‘the Awesome Customer’. He has presented regularly at our Meetup and has helped dozens of organisations of all sizes design their businesses to be more profitable, by focusing on the design of the customer portfolio.

Our Lean Business Strategies Meetup group has played an important role for Mark as this is where the topic – Profit by Design - was first shared and where it became clear that this approach is of great value for our community. Almost four-years on from the first meetup this topic has evolved into a 150+ page book with 17 practical templates to support your implementation.

The launch of this book is a major achievement and milestone that I know will help Startups and Businesses of all types and sizes.

Today we are in the age of the customer. The customer is in charge of the decision-making that has the most impact on our long-term success and profitability. The make-up of your customer portfolio - the customer lifetime-value and the level of advocacy – is the key determinant for success. Profit by Design provides the method to deliberately design your customer portfolio.
For further information:

- 5.30pm Networking
- 6pm Key learnings from Profit by Design with Mark Hocknell
- 7pm Q&A / Wrap-up / Networking / Book signings

What you will get from this event
Six Key Learnings from Profit by Design
• Business design is long overdue for an overhaul.
• Long term success and sustainability is about customers, not products.
• Not all customers are equal.
• How to build a meaningful customer strategy.
• How to communicate and deliver value for your chosen customers.
• How to implement your customer strategy to build your customer portfolio full of profitable promoters.

Also: we will be giving away 5 free signed copies of the book and will be have the book for sale at a special discounted price of $10 (cash only) – normally $27.[masked]/ref=sr_1_2?keywords=profit+by+design&qid=[masked]&sr=8-2

About your presenter: Mark Hocknell MBA, AFAIM, ANZIIF (Snr Assoc) (
Mark is a business management specialist and author with 25 years’ experience across corporate line management roles, consulting and academia. For the last 14 years as a consultant Mark has developed customer strategies with more than 30 organisations (from SME's to large GOC's) to improve the delivery of customer value, resulting in increased profitability and customer advocacy.

Prior to this, Mark was with Suncorp for 14 years where he held senior customer management roles. During his last three years there he implemented the technology tools and change to support the Allifnanz strategy which placed Suncorp with the highest cross-selling rate of any Australian financial institution.

From 2003 to 2011 he was an part-time academic with Brisbane Graduate School of Business (QUT) where he developed and delivered two electives within the MBA program, Sales Management and Customer Relationship Management (CRM). In 2015 he was appointed as an Adjunct Lecturer to the Griffith University (GU) School of Business, where he has developed the Personal Selling and Sales Management course. He is an Industry Advisory Board member for the GU Department of Marketing.