Strategy The Five Forces Shaping Customer Choice In Brief Many leadership teams run strategy and planning by staring at competitors (market) and polishing messaging (brand). But that’s like trying to steer a boat by debating the paint color and ignoring the ocean. Real relevance and choice is shaped by five forces: 1. World (macro reality, the By Tobias Dahlberg • 3 min read
Strategy The Best Strategy Question You Never Heard Before. There is a great strategic question I like to ask my brand and business clients, a provoking, revealing question that you probably did not hear before. In fact, it's my second go-to question after "Why Should They Choose You" - my favorite brand strategy question. It’ By Tobias Dahlberg • 5 min read
Strategy The Reverse Trojan Horse Strategy: Sell the Expensive Thing, Give the Cheap One Away By Tobias Dahlberg • 4 min read
