The future's best brands won't sell products. They'll sell who you can become.
An argument for starting with the identity transformation a consumer seeks, then designing the business around it.
Read on LinkedIn ↗Ideas
Thinking is only useful if it changes what you see next.
Contruence explores identity, consumer behavior, strategy, community, culture, and the forces changing how organizations create value.
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Three ideas worth carrying into the next conversation.
Selected essays exploring how identity, meaning, and behavior create strategic opportunity.
If your brand can be counterfeited in 90 seconds, you don't have a strategy.
Why execution-level differentiation is easy to imitate and why durable advantage has to live deeper.
Read on LinkedIn ↗Canned food's problem isn't what's in the can. It's what the can implies.
How category meaning and identity can become more consequential than product attributes.
Read on LinkedIn ↗Editorial lanes
A body of thinking, not a pile of posts.
Turn an idea into action
See something that changes how you are thinking about your organization?
The point of the ideas is not admiration. It is better decisions.