The surest way to get and keep attention is to be a thought leader in your marketspace — and your marketspace is the online ecosystem you compete in. The outer loop reads that ecosystem and places you in it. The inner loop measures what happens next and feeds it back into the work.
Mapping and analytics establish where your audience already gathers, what it reads, and who it trusts. The output is a position: the ecosystems worth competing in and the influence available in each.
A blueprint for your platform: what to publish, where it has to appear, and the conversion path from reader to customer. More than one in five Harvard Business Review bloggers is a client.
Businesses that promote the Common Good need a position their leadership will hold under pressure. We work with the CEO on that position and on carrying it to employees, customers, investors, analysts and the wider ecosystem.
Regeneration strategy for organisations, communities and places, drawing on the frameworks of the Regenerative Marketing Institute — co-founded with Philip Kotler and Enrico Foglia, and the subject of Regeneration: The Future of Community in a Permacrisis World.
The Institute defines regeneration as the renewal of the Common Good — taking a place, an organisation or a community from crisis toward recovery. It reads across nine domains:
Tell us the ecosystem you want to compete in. We reply to every note, usually within two days.