This morning I gave a talk at PTC as part of what they call their “Marketing Innovators” series (I’m in good company, as the founder of North Face – Hap Klopp – was the previous presenter).
PTC is a fascinating company that – from my admittedly limited vantage point – seems to deeply understand the perils and opportunities expressed in these slides, but, hopefully, I gave them some ideas/context.
In any case, these slides are a distillation of the models my consulting firm uses.
The title of the deck grew out of an ancient blog post I wrote back in 2011 in this space.
This idea – in addition to framing up our consultative approach – has also become the name of a course I teach at Brown, and – heaven help me – will be the title of my next book.
[Photo Credit: PTC’s Twitter]