In the early 1970s, The Fidelity Bank had a lot of money to lend. But nobody was asking for a loan. So they hired Ogilvy & Mather agency to ...

In 1982, two employees at Xerox —John Warnock and Charles Geschke— decided to quit and start their own business. They were excited about developments ...

In 1963, Aston Martin had to make a challenging decision. They had a successful racing team. But the company was struggling financially. And ...

In the 1960s, commercial aviation was booming. And aircraft engine manufacturers wanted to take advantage of this new industry. They had expertise ...

In 2008, the financial crisis hit the US. People lost their jobs. Banks went bankrupt. Everybody thought the global financial system was about ...

How can a business create value for customers? And how can you increase it without changing much about the product or service? Let’s think ...

In 2003, the Las Vegas Convention and Visitors Authority (LVCVA) realized the city needed a new story. Las Vegas had been associated with gambling ...

Positioning shapes everything about your business. How? Let’s make a simple thought experiment. Imagine you have a new business. You ...

In 1957, copywriter Donald Gilles got a challenge. “How can we position this chocolate brand called KitKat?” The UK economy was finally booming ...

Imagine this. It’s 1986. The fast food trend Ray Kroc started with McDonald’s 25 years ago is at its peak. There is a burger restaurant in ...

Think about it. You are an accountant in 1926. And you see many inefficiencies in the businesses you work with. So you decide to leave your job ...

In 2000, Marc Benioff decided to declare war. He founded Salesforce a year earlier and entered the competitive CRM market. And Siebel Systems was ...