The Brief Pro Intelligence Enter Prototype 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 Brand The Brand Strategy You Can't Actually Strategize In Brief: The cultural moment is rewarding brands that look like they've stopped trying. Which creates a problem. Because the moment you try to stop trying, everyone can tell. There is a memo going around marketing departments right now. It has different subject lines depending on the company, By Tobias Dahlberg • 4 min read Strategy Beyond Position & Proposition: Why Your Value Proposition Needs More Context In Brief: Growth happens at a level of specificity that most strategies never reach — in the precise moments where a specific person, with a specific intention, in a specific context decides. To grow, you must understand which Choice Spaces to battle for, and how to win in them. Most companies By Tobias Dahlberg • 5 min read Growth Are You Approaching Growth From The Wrong End? In Brief: Most growth strategies are financial targets dressed up as strategy. They start with a number and work backwards, followed by more action (more supply). Choice-Led Growth works from the other direction — and that sequence is everything. Somewhere in the next few weeks, a leadership team will gather in By Tobias Dahlberg • 3 min read The DTC Illusion: Why Most Brands Get It Wrong — And What the Best Actually Do In Brief Lots of brands have failed with DTC. And lots of brands have succeeded beyond their wildest dreams. DTC didn’t fail. Bad DTC did. The model was never “sell direct and run ads.” The model — when it works — is: Build meaning → create demand → own the relationship → scale distribution By Tobias Dahlberg • 3 min read Intelligence The New Gatekeeper: When Algorithms Choose Before Humans Do In Brief Customers increasingly don’t choose from the market in the way we are used to. They choose from options pre-selected by machines. Recommendation engines, AI assistants, procurement platforms, and ranking algorithms now filter reality before humans ever see it. If your brand isn’t surfaced by these systems, 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
Brand The Brand Strategy You Can't Actually Strategize In Brief: The cultural moment is rewarding brands that look like they've stopped trying. Which creates a problem. Because the moment you try to stop trying, everyone can tell. There is a memo going around marketing departments right now. It has different subject lines depending on the company, By Tobias Dahlberg • 4 min read
Strategy Beyond Position & Proposition: Why Your Value Proposition Needs More Context In Brief: Growth happens at a level of specificity that most strategies never reach — in the precise moments where a specific person, with a specific intention, in a specific context decides. To grow, you must understand which Choice Spaces to battle for, and how to win in them. Most companies By Tobias Dahlberg • 5 min read
Growth Are You Approaching Growth From The Wrong End? In Brief: Most growth strategies are financial targets dressed up as strategy. They start with a number and work backwards, followed by more action (more supply). Choice-Led Growth works from the other direction — and that sequence is everything. Somewhere in the next few weeks, a leadership team will gather in By Tobias Dahlberg • 3 min read
The DTC Illusion: Why Most Brands Get It Wrong — And What the Best Actually Do In Brief Lots of brands have failed with DTC. And lots of brands have succeeded beyond their wildest dreams. DTC didn’t fail. Bad DTC did. The model was never “sell direct and run ads.” The model — when it works — is: Build meaning → create demand → own the relationship → scale distribution By Tobias Dahlberg • 3 min read
Intelligence The New Gatekeeper: When Algorithms Choose Before Humans Do In Brief Customers increasingly don’t choose from the market in the way we are used to. They choose from options pre-selected by machines. Recommendation engines, AI assistants, procurement platforms, and ranking algorithms now filter reality before humans ever see it. If your brand isn’t surfaced by these systems, By Tobias Dahlberg • 3 min read
