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Business Strategy & Positioning

 

Apr 11 2026
Why Outdated Design Is a Credibility Liability

Why Outdated Design Is a Credibility Liability in the Age of AI

By Branding & Identity, Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology
Why Outdated Design Is a Credibility Liability — Even When Your Work Is Excellent Something practitioners in the brand world rarely say plainly: the quality of the work often has almost nothing to do with why a firm loses a shortlist. The technical capability is real. The client outcomes are…
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Apr 10 2026
How a CEO's Speaking Record Shapes the Company's Shortlist Rate

How a CEO’s Speaking Record Shapes the Company’s Shortlist Rate

By Branding & Identity, Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth
How a CEO's Speaking Record Shapes the Company's Shortlist Rate Three months before a buying decision is made, the decision-maker is already forming a view. Not a final view. A brief overview. A probabilistic sense of which firms they'd be comfortable working with, which ones they've already encountered thinking from,…
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Apr 10 2026
Why Your Champion Convinced Themselves and Couldn’t Convince Anyone Else

The Portability Problem: Why Your Champion Couldn’t Convince Anyone Else

By Business Strategy & Positioning, Brand Management, Conversion Optimization & Sales Psychology, Messaging & Communications, Thought Leadership & Authority Building
The Portability Problem: Why Your Champion Convinced Themselves but Couldn't Convince Anyone Else There's a version of losing a deal that's harder to diagnose than the ones that end in clear rejection. The champion was real. The interest was genuine. The conversations were substantive. The kind where the other side…
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Apr 10 2026
Is Your Best Thinking Is Building Someone Else's Authority

Is Your Best Thinking Is Building Someone Else’s Authority?

By Messaging & Communications, Branding & Identity, Business Strategy & Positioning, Marketing Strategy & Growth
Is Your Best Thinking Is Building Someone Else's Authority? There are ideas in your head right now that your best clients would find commercially useful. They're sitting in a voice note from a client debrief two months ago. In an email thread where you said something precise about a problem…
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Apr 03 2026
Why Challenger Brands Win More Often Than Market Leaders When the Fight Is About Meaning

How Challenger Brands Win Deals They Should Lose on Paper

By Branding & Identity, Business Strategy & Positioning, Thought Leadership & Authority Building
How Challenger Brands Win Deals They Should Lose on Paper The category leader's advantage is real. More case studies, more reference clients, lower perceived risk, a name the procurement committee already knows. Every structural variable in a standard evaluation favors the established player. The challenger has something more commercially useful:…
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Apr 02 2026
How to Know Whether You Need A Rebrand or Something Else Entirely

How to Know Whether You Need A Rebrand or Something Else Entirely

By Brand Management, Branding & Identity, Business Strategy & Positioning, Marketing Strategy & Growth, Thought Leadership & Authority Building
How to Know Whether You Need A Rebrand or Something Else Entirely When leadership commissions a visual refresh to solve a positioning problem, the firm rarely emerges with clarity. It emerges with a cleaner version of its confusion. The cost is not just the design investment. It's the additional time…
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Apr 02 2026
Why Executive LinkedIn Profiles Repel the Clients They Want

Why Executive LinkedIn Profiles Repel the Clients They Want

By Branding & Identity, Business Strategy & Positioning, Lead Generation & Demand Creation, Marketing Strategy & Growth, Messaging & Communications, Thought Leadership & Authority Building
Why Executive LinkedIn Profiles Repel the Clients They Want There's a chance your executive LinkedIn profile was originally written to impress a recruiter or talent scout. That's not a criticism, it's an observation about the default mental model most executives carry when they build and optimize a professional profile over…
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Mar 31 2026
Why Hiring Decisions Are More Credible Than Brand Communications

The High-Stakes Brand Signals Hidden in Your Recent Hires 2026-2027

By Branding & Identity, Business Strategy & Positioning, Thought Leadership & Authority Building
The High-Stakes Brand Signals Hidden in Your Recent Hires Your Brand Says One Thing. Your Hiring Record Says Another. Who you hire is a public statement about what you actually value. Not the values on the wall. Not the positioning document. The hiring decision made under pressure, with trade-offs, is…
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Mar 30 2026
How to Build a CEO Point of View That Attracts Rather Than Announces

How to Build a CEO Point of View That Attracts Rather Than Announces

By Business Strategy & Positioning, Marketing Strategy & Growth, Thought Leadership & Authority Building
How to Build a CEO Point of View That Attracts Rather Than Announces A study by the Fournaise Group found that 80% of CEOs don't trust their marketing departments — but 91% of them trust peer CEOs when forming opinions about suppliers, consultancies, and strategic partners. That number explains a…
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