Dive deep into business, brand and strategy.
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Companies, at their core, are just collections of humans
And like humans, they often try to fix the external world before getting their internal world straight. Ever notice how some people rush to save others, ignoring the turmoil within themselves? Companies do the same. They chase market trends, customer requests, and competitor moves. Always reacting, rarely reflecting. The cost?…
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The Cost of Confusion for CEOs
In the past two years, PwC, Gallup, Kantar and BCG data converge on one theme: strategic fuzziness drains cash. Leaders who over-rate clarity, under-estimate culture risk, and mis-read C-suite dynamics pay with slower growth, lower margins and longer crisis recoveries. By contrast, brands that anchor every decision to one sharp…
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A CEO’s Guide to Strategic Positioning
I. TL;DR for time-pressed CEOs: Stop Everything You Think You Know 1. Your position isn’t what you say it is. 75% of CEOs believe they’ve clearly articulated their positioning, yet only 22% of employees can translate it to customers. 2. The B2B vs. B2C distinction is largely meaningless. Humans don’t…
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Closing deals
♛ 22.04.2025 Closing deals Read Time: 5 Minutes Hello (There’s a special announcement and gift below.) If you’re struggling to close strategic deals, the problem probably isn’t your product or even your pitch. Here’s how to fix that and increase your close rate this quarter. Most marketers think they’re selling outcomes.…
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Loom’s Position
Why a humble screen‑recorder became the most potent time‑reclamation device in modern work, and what that tells us about positioning that sticks. “The best way to manage meetings is not to have them.” — Rebecca, Remote.com Video Messaging Is Not the Story—Time Is Slack claimed to kill email. Zoom promised…
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Every $300M deal I’ve helped win had the same hidden variable
♛ 15.04.2025 Every $300M deal I’ve helped win had the same hidden variable. Read Time: 5 Minutes Hello (There’s a special announcement and gift below.) Every $300M deal I’ve helped win had the same hidden variable. And every time we ignored it, the room went quiet. Not out of interest but…
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Why Most Position Work Is Just Marketing Theater
Recently, a well-regarded CMO documented how he led a 3-week positioning sprint for his company. He shared the steps: the voice of market interviews, cross-functional workshops, internal alignment sessions, and then immediate rollout into marketing assets: homepage, events, decks, and messaging. (Read this for context.) The response? Applause. Lots of…
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AI Is Like a Fighter Jet! Can You Handle the Speed?
Introduction: AI’s Cognitive Acceleration Problem Artificial Intelligence (AI) has transformed how we access and process information. What once required weeks of research, synthesis, and critical thinking can now be served in seconds. It’s an exhilarating prospect — like stepping into a fighter jet instead of a bicycle. But, I’m skeptical…
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The Deeper Genius of Apple’s “1,000 Songs in Your Pocket”
Apple’s iPod ad —“1,000 songs in your pocket”— has been dissected and praised for its simplicity, benefit-driven messaging, and emotional resonance. But we’re not just looking at a great ad. We’re looking at how Apple engineered a market shift, reframed consumer perception, and strategically owned a category before anyone else…
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Embark Consulting
From happiness to sustainable performance – a new category in consulting. Traditional consulting firms extract human capital like an industrial resource, grinding talent through long hours, overpromising results, and optimizing for short-term client gains rather than sustainable success. Embark Consulting challenges this burnout-driven model, positioning itself as “The Happy Consulting…
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The Myth of “Brand Positioning” and “Product Positioning”
And Why It’s Just Positioning Most people don’t realize that “brand positioning” and “product positioning” are misguided marketing myths that distort what positioning actually is. Even Al Ries, the co-author of Positioning: The Battle for Your Mind, has stated that positioning isn’t about the product or the brand. It’s about…
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From Order-Taker to Trusted Advisor: The Key to Buyer Experience Design
Does any of these sound familiar? “We keep saying we’re different, but when clients compare us to competitors, we sound exactly the same.” “I Just Walked Out of a Client Meeting, and I Have No Idea What They Actually Want.” “I feel like I’m competing on price instead of value.”…
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