What is strategy – In 1985 Michael Porter wrote: …many strategic plans are lists of action steps without a clear articulation of what competitive advantage the firm has or seeks to achieve and how [see: Competitive Advantage, Free Press 1985].
Over 30 years later not much improvement has happened. Why? Because the concepts of Differentiation, Segmentation, and Value still make little sense for far too many marketers.
Read MarketingStat’s posts to know more about it.
On insight discovery – Recently I spoke with a Brand Director about how to find market space he can win and defend in the long run. The discussion shifted on the meaning of information and insights and, after an interesting debate on what’s insight at all, we found agreement by means of an example, which I’d like to present to you too.