How the Killing Giants Framework Drove $20M+ Incremental Sales

In a recent interview on the Brand Fast-Trackers podcast, Jabra North America president Pete Fox described how applying the Killing Giants Framework delivered $20 million in incremental pipeline sales to his company. This is a great case study in “seizing the narrative.” Give it a listen.


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 with fun and interesting clients in the US, Asia and Europe in industries from telecom and technology to performance apparel, food and other […]


Marketing Prof’s U: A Q&A with Denise Lee Yohn on Retail’s Balance of Power & the Role of Technology vs. Humanity

  (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 answers the questions I posed to her about retail small businesses.  We’re both teaching sessions in the Marketing Profs University course, Marketing Your […]


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 remarkable degree.  That’s nice, for a change. Outdoor enthusiasts do things that the rest of us don’t. They spend time on mountains. In winter. On […]


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 feedback would it give? What would it feel like on your teeth? What would it sound like? We used […]