the duracell rule
For this trick, the crux is recognising that different product categories have different levels of innate interest. Smartphones or surfboards are captivating, AA batteries simply are not. In high-interest categories, brands can land complex, knotty, immersive strategies because consumers are willing to go deep, and explore every facet of what the brand has to say. […]
the 3-floor hierarchy
This framework, the 3-floor hierarchy, is pretty self-explanatory. In 3 concise ‘floors,’ we will span the full scope of a strategically robust business. Strategy: What is the unique edge your business brings to the table? Here, I want you to pinpoint the singular value that sets you apart in your marketplace. The How: Define your […]
smash two flints
Having a robust, quick-response method up your sleeve can be invaluable. Here’s a ‘fast strategic framework’ I use for high-pressure scenarios. A note of caution: these are quick fixes, best suited for emergency use. When using them, it helps to have: – The ability to put a number of lenses on the problem.– Access to […]
flip the root problem
Having a robust, quick-response method up your sleeve can be invaluable. Here’s a ‘fast strategic framework’ I use for high-pressure scenarios. A note of caution: these are quick fixes, best suited for emergency use. When using them, it helps to have: – The ability to put a number of lenses on the problem.– Years of […]
sacrifice in strategy
A brand aiming to cater to all often ends up engaging none. The landscape is cluttered with brands that deliver a fog instead of a guiding light. This happens because the brand says too much, spreading itself too thin, and erodes its core strength. This will often involve some hard decisions. It requires sacrifice. The […]
