Use the MORTN Scale to Measure Your Customer Obsession

Hosted by Dino Myers-Lamptey and Lee Henshaw

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What you'll learn

The meaning of pricing power

A company with pricing power can increase its prices when its competitors offer discounts.

The meaning of market orientation

To be customer-obsessed, you must orient your company around its market.

How to work with The Mortn scale

This scale helps you measure your customer obsession.

Why this topic matters

Financially successful companies have pricing power - they increase their prices while their competitors discount.  They also orientate their company around their market - they are customer-obsessed. In this class, Lee will give you a ten-minute lecture about measuring customer obsession using the MORTN Scale and Dino will spend twenty minutes answering your questions about how to apply it.

You'll learn from

Dino Myers-Lamptey

The UK's foremost marketing strategist

Dino is the founder of the marketing consultancy The Barber Shop. He is also Co-Chair of CAN (Conscious Advertising Network), a non-executive director at MGOMD and serves on the boards of the UK Effies and the Marketing Society. He is also a trustee of the Brixton Finishing School. In 2023, Campaign recognised Dino as a Top 10 Media Planner for the sixth year. This year, Dino became a Marketing Society Fellow and Campaign added him to their A-list. 

Lee Henshaw

Serial marketing entrepreneur

Over his twenty-five-year career as an entrepreneur, Lee has launched, grown and sold two online marketing agencies. He recently founded Into-it. Launching in the UK in February 2025, Into-it is a Chrome browser that transforms news websites for music fans by replacing banner ads with personalised notifications, keeping them up-to-date on their favourite artists' latest singles, albums, merchandise and tours. 


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