Why the concept is used too loosely Few concepts in business are as widely cited and as casually used as competitive advantage. It appears in strategy documents, leadership conversations, investor... read more →
Why the word strategy has become so vague Few words in business are used as often and understood as poorly as the word strategy. It appears everywhere: in annual plans,... read more →
Why data often creates the illusion of intelligence Few business assets have gained as much prestige in recent years as data. Companies invest in analytics teams, dashboards, reporting systems, and... read more →
Many companies do marketing without a clear strategy One of the most common misunderstandings in marketing appears when activity is interpreted as strategy. A company may publish content, invest in... read more →
Marketing was never just advertising For many years, people associated marketing mainly with advertising campaigns, catchy slogans or strategies designed to sell more products. While those elements are certainly part... read more →