at scale, it is very common to have some significant number of product teams that are there in support of the other product teams. These are often called platform product teams, or shared services product teams. They are very high leverage, but they are a little different in that they generally don't directly serve customers. They serve customers i

the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.

Deep analogical thinking is the practice of recognizing conceptual similarities in multiple domains or scenarios that may seem to have little in common on the surface.

a ‘slow hunch’ – the anti-‘lightbulb moment,’ the idea that comes into focus over decades, not seconds.

Vocabulary gets in the way sometimes. Design is not just a profession. A customer is not only a person who buys something. A product is not just a physical object or software that you sell.

Since then, the U.S. government has launched dozens of other efforts to improve our diets. For example, there was the “Five a Day” campaign, intended to encourage people to eat five fruits or vegetables, the USDA’s food pyramid, and a push for low-fat cheeses and milks. None of them adhered to the committee’s findings. None tried to camouflage thei

Using the SCARF model, you can have a better understanding of what needs aren’t being met and why you’re being triggered. This will help you not scratch the itch or react without thinking.

Status

Certainty

Autonomy

Relatedness

Fairness