Christopher Lochhead is a co-founding partner @ Play Bigger Advisors with Dave Peterson and Al Ramadan. Along with his co-authors, he has developed a discipline called category design, revealed in the book Play Bigger – How Pirates, Dreamers, and Innovators Create and Dominate Markets. Previously he served as Chief Marketing Officer of Mercury Interactive, a $1B software company […]
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Most Recent Articles
“DOWNLOAD: The Jobs-to-be-Done Canvas” – Tony Ulwick
Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...
“Delivering Customer Outcomes versus Selling Products: The GE Digital Case” by Frank M. Grillo and Karl Hellman
At one time, customers educated sales people about their business needs and provided information to help them shape customized solutions. Today, the internet has transformed the way information is...
“The CX Audit: Breaking Down Customer Experience Management” – Katherine N. Lemon, Peter C. Verhoef and Jon Dome
Managing your customer’s experience, or customer journey is one of the most complex strategic marketing challenges marketers face. Customer experience is at the heart of effective marketing. In...
“Brand Intimacy” – An Interview with Mario Natarelli
Why use yesterday’s thinking for tomorrow’s challenges? From Amazon to Apple, Whole Foods to Harley Davidson, we all have strong emotional connections to the brands we love. Yet in recent years,...
Customer Culture: An Interview with Luke Jecks, Former CEO, Naked Wines International
Luke Jecks is Former CEO of Naked Wines International – an online wine business that operates in the US, the UK and Australia. He was also the founder of the Australian business. The company...
“Does CEO Activism Create a More Human Brand?” – Frank Grillo and Mark Blessington
CEO views on social issues are being heard like never before. The internet, social media, and Twitter in particular give CEOs with global brands a voice that can reach across the world. Some say...
“Are You Ready for The New Age of Commerce?” – Orly Zeewy
Welcome to the Revolution We are living in the Digital Revolution, also referred to as the Third Industrial Revolution. Technology has forever changed the way we work, play and make buying...
“Breaking Out of the Trap of Diminishing Returns” – John Hagel
Below the surface of current events, buried amid the latest headlines and competitive moves, executives are beginning to see the outlines of a new business landscape. Performance pressures are...
“How to Monetize Car Data with Jobs-to-be-Done and CRM 3.0” – Daniel Rubin and Jennifer Miles-Losapio
The car data just keeps pouring in. Numerous vehicle sensors have been hitting the road for years and are generating tons of owner and vehicle data. It is estimated that over eight million cars...
“DETONATE” – An Interview with Geoff Tuff and Steven Goldbach
Geoff Tuff is a principal of Deloitte Consulting LLP and a senior leader of the Innovation and Applied Design practices. With more than 25 years of experience, Geoff’s work centers around helping...
“Making Marketing Human: Lessons from Chick-fil-A” – Frank Grillo and Karl Hellman
In this era of big data and algorithm-driven marketing, it’s tempting to step back and let the computers do our marketing thinking for us. Amazon and Netflix study the books and movies you have...
“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kar
Marketing 4.0 is the sequel to our widely-recognized concept of Marketing 3.0, which calls for brands to touch the human spirit. Marketing 4.0 is based on intricate observation and analysis of the...
“The Global CMO” – An Interview with Greg Paull
As the landscape shifts, global marketers have to balance advancing unique organizational initiatives with the transformation of their entire sector. Many CMOs are spending more on technology than...
Customer Culture: An Interview with John Stanhope, Chairman of Australia Post
John Stanhope is currently Chairman of Australia Post and Chancellor of Deakin University in Australia. He is also Chairman of the Bionics Institute, the Port of Melbourne and the Melbourne...
“Risking the Brand: When Companies Value Profits Before People” – Philip Kotler and Christian Sarkar
The Reputation Institute publishes an annual study of corporate reputation in America, and now, in 2018, the US RepTrak 100 reveals an average three-point decline in company reputation. This is...
“Intelligent Retail: The Rise of Frictionless Commerce” – Jamshed Dubash
No one wants to wait in a long line, and yet that’s what customers do everyday in brick-and-mortar retail stores. Except for a store located at 2131 7th Ave, Seattle, WA, near the corner of 7th...
“Turning a Startup into a Brand” – Orly Zeewy
“Your Brand is what other people say about you when you’re not in the room.” Jeff Bezos, CEO, Amazon Getting Ready for Growth One of the key stumbling blocks to growth, is that without a...
“The Value Realization Road Map: How to Ensure Customer Satisfaction” – Javed Matin
Ensuring customers realize the full value of their investment in a vendor’s solution is the foundation for building long-term profitable customer relationships. It all starts with building a...
“The Elements of Value” – An Interview with Jamie Cleghorn
Jamie Cleghorn is a partner with Bain’s Customer Strategy & Marketing and Technology practices. With Eric Almquist and Lori Sherer, he’s the co-author of the ground-breaking Harvard Business...
“Who’s Behind Door Number 2? Better be You” – Howard Tullman
