Abhilash Rao

One former client, who is now the CEO of a health-care company, said if he had to identify one key element of his career success, it was realizing early on that every new role in his career carried its own particular purpose. Whether the new role came from a promotion or from a move to a different organization, his first task was always to get very

EMOTIONAL BRANDING Many marketing experts believe a brand positioning should have both rational and emotional components. In other words, it should contain points-of-difference and points-of-parity that appeal to both the head and the heart.

In general, people are resistant to self-assessment. Companies are bad at it, too. Looking inward, to them, often boils down to this: “We are successful, so what we are doing must be correct.” Or the converse: “We failed, so what we did was wrong.” This is shallow.

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

What could the forecasters have done to avoid the conjunction fallacy, without seeing the direct comparison, or even knowing that anyone was going to test them on the conjunction fallacy? It seems to me, that they would need to notice the word “and.” They would need to be wary of it—not just wary, but leap back from it. Even without knowing that

Brand Narratives and Storytelling Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story. Companies like the richness and imagination they can derive from thinking of the story behind a product or service. To help sharpen its marketing and positioning, Jim Beam,

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.