Strategy

Taken For Granted

The other day, I was walking through Toronto's historic Distillery District. This District is a must-see spot for both locals and visitors to Toronto as it features a wide variety of artistic and cult...
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What Do You Value?

Have you identified the values and assumptions that drive you personally and professionally? What drives your business beyond shareholder expectations? What drives your day-to-day personal life beyond working to pay bills? Are you clear on what matters?

Purpose: Putting Meaning To Work

There is a vast gulf growing between younger generations, who want genuine purpose in their work, and older generations (their bosses), who are more likely to define purpose as profitability. This sen...
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Closing Expectation Gaps In Services

Unlike products, services require a user's participation throughout the journey. From on-boarding to invoicing, direct and consistent contact between the service provider and the service user means that there is enormous opportunity (and risk) to your brand at every touchpoint and even the spaces between them.

Turning a Big Idea Into Global Change

What would happen if the world's 3.5 billion women set out to fix the biggest problems facing their communities? The G(irls)20 Summit is bringing together young women from around the globe to answer that question. The goal: Use bold ideas to improve the fortunes of their home regions and, hopefully, the world.
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Why Knowing Who You Are Is So Important To Your Business

Doing the hard work to create a clear, concise and compelling definition of who the company is -- what business it is really in -- is a tiny investment to inoculate a company from this potentially fatal disease. Steve Jobs was such a remarkable leader because he was constantly fearful of the threat of founder's dilemma, even as he was basking in the glow of Apple's amazing success.

The Enemy of Your Future

Mark Twain was famously quoted as saying "I didn't have time to write a short letter, so I wrote a long one instead." The subtext of his quote is that time is the enemy of clear, concise and compelling communication. The same is true of strategy development.

How to Drive Sales via PR

Your company is about to launch a new product or service. It's been in the works for months, maybe years. You are convinced it will be a huge success. It even has the potential to position you as an e...
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Blueprint's Top Trends for 2014: Part Two

Cloud-based services, also known as SaaS apps (software as a service), make more sense for everyone involved. SaaS apps are easier for customers to access, use and pay for, with the low subscription fee essentially amortizing what used to be a more onerous capital cost. They provide the developer with a consistent, predictable cash flow, and a far easier/cheaper development and upgrade process.
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Dove for Men Lacks "Real Beauty"

Dove's "Real Beauty" campaign drove product sales and created for the brand a dominant positioning within the women's beauty segment. Then Dove decided to extend its brand equity into the men's global market. And the men's campaigns actually erode the power and credibility the "Real Beauty" campaign has built so carefully and successfully around itself over many years.
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What Justin Trudeau Could Learn From Rob Ford

Is there any doubt about who Rob Ford is? There shouldn't be. From the moment he first ran for office, Rob Ford has been about "Stop the gravy train," even if he didn't articulate it that way in the beginning. What does Justin Trudeau stand for? There is no clear picture of who Justin is other than a good-looking guy who seems bright, has lots of charisma and speaks in generalities. Often politicians will say they don't want to reveal themselves until election time because they just make themselves a target for the other parties. But there is a difference between defining yourself -- who you are and what you stand for -- and revealing your specific policies.
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The Future (According to Corporations)

Future scenarios should be thought of as being in perpetual draft form; they should be rewritten constantly and thought about critically -- always in the condition of workshopping. Questions about how things like new technologies ought to exist are matters of vital social consequence. They are political decisions; questions that we should all be engaging.