The purpose of strategy is to drive growth through clarity; clarity that starts with the consumer, sharpens choices, and builds enduring relevance. As marketing becomes more complex, strategy must move closer to execution, ensuring that vision turns into results.

The most crucial info about a society is how it feels to be there.

Brands need to close the gap between aspiration (attitude) and reality (behaviour).

A culture-first systematic approach to marketing.

Brands need to understand and connect with culture in order to reinforce their relevance and avoid depending on past value.

Success is measured by the distance between the c-suite and the consumer.

However the two people who make companies money are not part of their board: consumers and employees.

Market orientation matters.

We make research strategic in order to help marketers understand the one thing no one else in the company understands: the consumer.

Counterintuitive thinking is a shortcut to groundbreaking ideas.

Great strategy optimizes for opportunity, not efficiency.