Marketing Strategy

A comprehensive plan—with goals, initiatives, and budgets–is comforting. But starting with a plan is a terrible way to make strategy. Roger Martin,... (2023)

The purpose of category creation, argue the guests in this episode of the podcast, isn’t just about making a dent in the way companies work and cha... (2018)

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplan... (2018)

Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has mad... (2022)