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Author Archive

Brand Innovation

Why Outside Perspectives Are Key To Creating Value

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How Outside Perspectives Help Create New Value

Many of the world’s largest companies have found ways to systematically bring in outside thinking. In large part, this is out of necessity.

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Brand Management

Why Satisfaction Is The Ultimate Product

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Why Satisfaction Is The Ultimate Product

After the super bowl in February 2013, virtually every business publication had at least one article on the same, simple food item.

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Brand Innovation

How To Satisfy Consumers With New Products

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How To Satisfy Consumers With New Products

Too little time is spent thinking about how customers will decide whether a new product or service is a success.

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Brand Innovation

How Brands Can Create Value Through Tradeoffs

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How Brands Can Create Value Through Tradeoffs

A customer-centric lens allows companies to understand how they can make trade-offs to increase value. Deeply understanding customer demand allows you to shift from spending on unnecessary, overvalued attributes and invest in important jobs that the market under-appreciates and that will make a difference.

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Brand Innovation

How Brands Can Wow Customers With Less

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How Brands Can Wow Customers With Less

Costovation is a type of innovation that significantly compresses costs while still wowing customers. It’s about meeting or exceeding customer expectations with less.

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