Superconsumers

March 10, 2014

Tap into Your Super-Consumers

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May 29, 2018

Understand Your Customers With Colored Pencils and Cartoons

This article originally appeared in Harvard Business Review on April 28, 2011 Some CEOs truly crave direct customer contact. Apple’s Steve Jobs and Mark Cuban, owner […]
May 29, 2018

Pig Wings: Creating Demand in a New Category

  This article originally appeared in Harvard Business Review on August 29, 2012 Americans love chicken wings. Last year they ate three billion pounds of the […]
May 29, 2018

To Spur Growth, Target Profitable “Prosumers”

This article originally appeared in Harvard Business Review on January 1, 2013 “Prosumer” is a word you probably have seen in the camera category. A prosumer […]
May 29, 2018

Make These Changes to Help Digital Marketing Fulfill Its Potential

This article originally appeared in Harvard Business Review on May 31, 2013 The promise of digital marketing continues to grow as big data gets bigger and […]
May 29, 2018

Make Your Best Customers Even Better

This article originally appeared in Harvard Business Review on February 16, 2014 Just over a year ago, managers at Kraft believed that their Velveeta brand had […]
May 29, 2018

How to Improve Yelp’s Top 100 Restaurant Rankings

This article originally appeared in Harvard Business Review on March 18, 2014 Last month Yelp unveiled its list of its Top 100 Places to Eat in […]
May 29, 2018

Finding Your Superconsumers When It Isn’t Obvious Who They Are

This article originally appeared in Harvard Business Review on May 27, 2014 In the March issue of HBR, some colleagues and I described a growth strategy […]
May 29, 2018

What ‘super consumers’ can mean for the P&C market

This article originally appeared in Property Casualty 360 on July 9, 2014 The P&C industry is facing a variety of challenges, including commoditization of products and […]
May 29, 2018

Find the Best Local Markets to Drive Growth

This article originally appeared in Harvard Business Review on September 26, 2014 As families settle back into school, parents start to worry about the viruses that […]
May 29, 2018

The Mistake Companies Make When Marketing to Different Cultures

This article originally appeared in Harvard Business Review on February 17, 2015 Smart consumer businesses are unanimous on the critical importance of “multicultural” growth opportunities. In […]
May 29, 2018

Store Brands Aren’t Just about Price

This article originally appeared in Harvard Business Review on April 15, 2015 More and more, I hear different twists of the same question from clients: Can […]
May 29, 2018

The Billion-Dollar Opportunity in Single-Serve Food

This article originally appeared in Harvard Business Review on October 23, 2015 Imagine being able to buy one medallion of Kobe steak. Or perhaps two single […]