"The abiliy to distil complex business propositions and product benefits into a simple, singular thought provides a genuine competitive advantage during troubled and bewildering times. People will inevitably look to brands to act as a kind of filter or navigation tool, so now is the time to commit to marketing ideas that genuinely connec and spark enduring conversations"
"Do we really believe the true visionairies of the world ... the Steve Jobs (Apple) ... the Phil Knights (Nike) .. the Howard Schultzs (Starbucks) ... seat around waiting for the research groups to tell them what they should do?"
