brand strategy

There’s a new genre of company that is Timeline Native. Timeline Native companies are birthed on the timeline and exist more so on social than in real life. The narrative around the construction of the business is the core product. The widget or service which they produce is beside the point. The product is us being able to decide and announce if... See more

Staying focused, disciplined, and “on message” consistently for a very long time is compounding. It builds dividends.

for hiring anyone who remotely touches strategy you should prioritize people who actually get culture, society, & human nuance.

strategy at its core is applied anthropology. if the person can’t decode vibes, trace behavior, & see how a tiktok dance, a local election, & a subway ad are all part of the same current, then they’re just kinda doing an... See more

At Coinbase, we distilled our positioning into the phrase, "Trusted, safe, and easy to use." This message became a guiding principle for our marketing, content creation, media outreach, and even our approach to attracting top talent. In order to reach new people with this message and fast, we knew we needed to kinda meme it into existence. And so... See more

Carol Sanford explained how essence is essential to companies, communities, and countries:

Essence can provide the foundation of a business and its offerings if it sources the unique and differentiated nature of who it is. Essence has been there since the company’s founding, but often recedes from its rightful role

Essence is unique to each company

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