Attention grabbing. Different. Chosen? Strategy Most Brands Are Trying to Be Different. But Choice Takes Something Else. In Brief: In competitive markets, differentiation has become the default answer to a question it does not actually solve. The goal was never to be different. It was to be the most relevant choice — and that requires knowing, precisely, what your customers value and whether your proposition delivers it. Walk By Tobias Dahlberg • 4 min read
Strategy The Relevance Gap™: Why Every Safe Decision Has a Price. In Brief: No company decides to become irrelevant. They arrive there through a long series of reasonable, defensible, individually harmless choices — each one costing a little bit of choice, none of them visible on their own. Yet, all visible without explanation, 12 months later in the P&L. Nobody By Tobias Dahlberg • 4 min read
Strategy Differentiation Is the Wrong Target In Brief: Thirty years of brand strategy has been optimising for the wrong thing. The goal was never to be different. It was to be chosen. To be chosen, a brand does not need to be the most different. It needs to be the most relevant. Those are not the By Tobias Dahlberg • 5 min read
Strategy Positioning Strength: The Measure Of Choice. In Brief: Most companies have a positioning strategy. Very few have a market position. The gap between the two is where growth quietly disappears. Somewhere in your organisation there is a document that describes your positioning. It was probably developed carefully and expensively. Lots of workshops, debate, tasting of words, By Tobias Dahlberg • 3 min read
Strategy Why Your Value Proposition Is Losing You Customers You Should Be Winning In Brief: Most value propositions are too generic. They are written to explain what the company, brand, product, or service delivers. They should be written to win customer choice. The difference between those two things is costing more than most leadership teams realise. Value propositions exist at many levels of 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
