strategy scrapbook

A brand is a collection of perceptions. Marketing activates the perceptions

Give creative feedback like a pro. With this simple framework. There are three levels of creative feedback that we’re looking for; head, heart, and body feedback. Head feedback You want to question the goal, the problem we’re trying to solve, or... See more

Companies that create new categories, or successfully redesign existing categories, are the ones that ultimately change the world. Along the way, they create exponentially more value for both shareholders and the entire market. Category designers are people and companies that move the world from the way it is, to the way they think it should be.”