When Apple and Microsoft went head-to-head Apple didn’t ask, “How can we be different from Microsoft?” No, the question they asked was, “How can we be more of ourselves and how do we amplify that in the work we do?” The reason it’s not easy to copy a truly great brand is because they have…

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In the 90s Pampers’ ‘unique selling proposition’ (USP) claimed it was driest nappy on the market. Procter & Gamble prided itself on this benefit, investing heavily in research and development to maintain its USP. In the end that singular focus blinkered the company’s understanding about what mothers really wanted. And while they believed that Pampers…

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It’s time for me to get really honest with you and let you know that there’s a reason why people are not crossing the street or the Inter-webs to buy from you, and it has nothing to do with how good your idea is. People might be noticing you left and right, but you’re not…

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