Article
Why B2B Technology Companies Talk About the Wrong Things
Hidden in Plain Sight Series #2: Customer insight is often hiding behind the technical features companies can’t stop talking about....
Podcast
How Technical Expertise Can Blind B2B Companies to Their Biggest Opportunities
Many B2B technology companies assume their greatest challenge is building better products. In this episode, Tom and Mary argue that...
Article
How Technical Expertise Blinds B2B Companies to Their Biggest Opportunities
Hidden in Plain Sight Series #1: Why some of the best growth opportunities are invisible to the organizations best equipped...
Podcast
Spirit Airlines, Scenario Planning, and the Difference Between Luck and Preparation
When Spirit Airlines abruptly shut down, competing airlines were forced to respond almost immediately. In this episode, Tom and Mary...
Article
Spirit Airlines’ Bankruptcy Revealed the Secret Behind Business “Luck”
The companies that responded fastest weren’t predicting the future—they were prepared for it. When Spirit Airlines abruptly declared bankruptcy and...
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Podcast
Before You Price Your Next Innovation, Ask These Three Words
A $7 bag of Doritos might seem like an unlikely source of B2B marketing insight, but it highlights a challenge...
Article
Before You Price Your Next Innovation, Ask One Three-Word Question
What the Doritos pricing debacle reveals about value, alternatives, and pricing in B2B markets. Recently, a bag of Doritos approached...
Podcast
When Competitors Become Partners: Rethinking How Markets Are Won
In this episode, the team explores a major strategic shift unfolding in B2B markets: companies are no longer just competing—they’re...
Article
When Competitors Become Partners -What Nvidia Is Getting Right That Most B2Bs Miss
The companies most likely to reshape your market might not be the ones you beat. They might be the ones...
Podcast
Why Paramount Beat Netflix: The Strategic Power of Playing the Game Forward
In this episode, the team breaks down the surprising outcome of the Warner Bros. Discovery bidding war and why Netflix—despite...