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...
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...
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...
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...
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...
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Podcast
The Problem Isn’t the Product—It’s the Path to Market
Male birth control may soon become a reality, with new pills and gels showing promise after decades of scientific hurdles....
Podcast
Growth Starts with Subtraction: Rationalizing Your Portfolio to Win
In this episode, the team explores why growth in B2B doesn’t always come from adding more products, brands, or acquisitions...
Podcast
What B2B Technical Leaders Can Learn from Ring’s Super Bowl Misstep
In this episode, Mary and Tom unpack the backlash surrounding Ring’s Super Bowl ad for its new “Search Party” feature...
Podcast
How AI is Rewriting the B2B Growth Funnel
Search, as most B2B marketers learned it, is no longer the center of gravity. In this episode, the team explores...
Podcast
Why Generational Labels Fail — and What Segmentation Gets Right
In this episode, Mary, Tom, and Sean are joined by special guest Ginny Ertl, a change management and leadership development expert,...