microdosed strat

Dogma - “a belief held definitively and without the possibility of reform or change” - and distance from the reality of the consumer - are held up by Huntington as the two biggest sins a strategist can commit. Amen.

What's the business problem? Who are we targeting? What are we offering? Why would they care? Nail these first.

I find that a useful technique to know if you have an insight is what you write after "because". And a good technique for knowing if you have a strategy is what comes after "by".

"We want people to switch to our service" is not an insight nor a strategy. "People aren't switching to our service because they think we're too basic for their needs, so w... See more

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b

... See more