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When Giants Miss the Structural Shifts: Sony – A Cautionary Tale
Quick: close your eyes and describe to me what a cordless toothbrush would be like if it was designed by Apple. What color would it be? What would the finish look like? What materials, what tactile...
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How to Strategically Retreat: Patagonia and “Don’t Buy This Jacket”
Don’t Buy This Jacket. Outdoor athletes – the real high achievers, in particular – understand Patagonia’s tagline. And Patagonia’s tagline clearly shows that they understand their core market to a...
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Marketing Prof’s U: A Q&A with Denise Lee Yohn on Retail’s Balance of Power &...
(This is the second in a two-part blog-exchange on brand decision-making I’m doing with Denise Lee Yohn. I kicked things off last week with a post called “Killing Retail Giants” and today Denise...
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The Future of Work: 4 Trends That Matter To Your Work + Life
I see four significant trends impacting the future of work and I’ll describe them here, along with the implications of them for employers, workers and everyone in between. This comes from consulting...
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How the Killing Giants Framework Drove $20M+ Incremental Sales
We do what we do in marketing to drive incremental sales. It’s not the views, the re-Tweets, the Likes, or even the snickers that pay the bills or keep us employed. We have to increase turns and boost...
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