The Cereal Aisle Positioning Framework

A visual framework for understanding market positioning using a grocery store cereal aisle as a two-axis model where pro

Bottom-Up Brand Building Framework

A brand building approach that starts with direct individual customer interactions and grassroots engagement rather than

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If the opposite of your strategy is stupid, it's not a strategy

A strategic thinking tool that tests whether a proposed strategy is actually differentiated by asking whether any reason

Young people have inherent ability to impact culture and create meaning

Brands should support rather than try to control youth culture creation

I don't make the posts, I don't write the captions, I just create the platform for creative young pe

Leadership role is enabling creators rather than creating content yourself