Long-form essays, short provocations, and cross-sector pattern notes. Written for marketers who suspect the playbook is the problem.
Ten years of converging positions. Five competitors. One inverse move. The data we publish in the Thinking Hub maps what it costs categories to keep agreeing.
Two industries with almost nothing in common share exactly the same problem — and one of them already solved it.
Market gaps have a specific address. The question is whether you know how to look them up.
The discussion gets sharper but the ideas don't get bolder. Here's why — and what to do about it.
Every company monitors its competitors. Most companies get disrupted by someone they weren't watching.
Most categories have uncontested territory that every player has collectively agreed to ignore. Here is how to find it — and what to do with it.
Traditional benchmarking produces convergence. Reverse benchmarking finds what everyone has agreed to ignore. A direct comparison — and when each one is the wrong tool.
Find the competitive white space your industry has been ignoring. Every engagement starts with a short conversation — no pitch deck, no pressure.
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