In tight markets, the biggest advantage isn’t spending more. It’s saying the right thing to the right customer, at the right moment. Predatory Marketing shows leaders how to sharpen their message, reclaim lost ground, and win share in crowded, competitive markets.
As competition intensifies and attention fragments, most marketing becomes noisier, more expensive, and less effective. Organisations keep asking how to satisfy customers, while stronger competitors quietly ask a more confronting question: whose money should we be taking?
Predatory Marketing reframes marketing as a strategic weapon, not a communications function. This session challenges traditional thinking and equips leaders with a sharper mindset for standing out, creating relevance, and competing against bigger, better-funded players without trying to outspend them.
Topics Covered
- Competitive positioning that clearly defines who you are fighting for and who you are willing to ignore.
- Messaging discipline that tightens focus, sharpens value, and cuts through complexity.
- Value propositions that compete head-on and force customers to choose.
- Marketing mindsets used by high-performing challengers, category leaders, and breakout brands.
- Practical approaches for taking market share in mature, crowded, or declining categories.
What you will learn
- What predatory marketing really is, and why it wins in crowded categories
- How to spot where competitors are exposed, and turn that into a smarter play
- How to sharpen your value proposition so customers instantly see your value and actually share it
- How to tighten your messaging so it cuts through noise and forces a clear choice
- How to turn your positioning into a practical set of market moves you can execute fast
About the presenter:
Ashton Bishop
Strategist, keynote speaker
Three-time Speaker of the Year for the world’s number one CEO network, Ashton is a strategist, entrepreneur, and high-impact keynote speaker. He helps leaders outsmart competitors. He helps teams cut through market noise. He helps organisations turn strategy into results.
Ashton has spent more than 20 years driving million-dollar campaigns for billion-dollar brands, and he works where strategy meets reality. Not theorising. Doing. Every framework is pressure-tested in the market, and built to drive action.
His style is no-BS and high-energy. Expect rock-solid strategy. Expect interaction. Expect live problem-solving. Expect a touch of improv, and a room that stays sharp and moving.
As the founder of Step Change, Ashton works hands-on with Australia’s leading brands, and challenger businesses. He turns bold ideas into action, and action into momentum.
When Ashton takes the stage, it’s not just a talk. It’s the moment strategy clicks. And action starts.