Too often, CEOs and their very capable executive teams, operating within siloed industries, lack a more universal depth and breadth of experiences. The result?

If you don't know where you are going, any road will get you there. With marketing, it’s pretty easy to convince yourself doing anything is better than waiting, especially in uncertain times. Channeling the age-old wisdom of Alice’s Cheshire Cat…

Qualitative research will tell you what people really think. Surveys will tell you what they want you to believe per @gkkenny. Choose wisely.

Put simply, people buy the brands they want. Not the cheapest. Not the best. Not the most purpose-driven. And so on. Ask why, and the answer is different. Think Apple. Qualitative research (real conversations) will tell you what people really think…