Strategy

Media companies will increasingly have to choose what to own and what to co-pilot. Not every new venture needs to exist as an O&O product, nor does it have to exist within a centralized environment. Licensing out characters to various retailers, or allowing small merchants to use beloved characters in their own designs sought out by different... See more

Stuck on a problem you can’t solve? Go bigger. Expand it. Make it giant. Do not try to contain it, or simplify it, or reduce it. Make it so large that you can begin to see a new pattern. Solve the larger problem and the smaller one will get solved along the way.

As Mark Bonchek highlights in his widely popular Harvard essay:“Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world. Don’t sell a product, sell a whole new way of thinking.”

The fundamental message of marketing must change from "we want your money" to "we share your interests".