BlackBerry didn't lose to the iPhone. It refused to decide who its customer was — and the refusal cost $6 billion.
How BlackBerry fell from category champion to a $6 share — and clawed back. A Marketing Canvas Method read of a five-phase archetype trajectory and a $6B refusal.
Wolters Kluwer was a print publisher in decline. Two decades later, it's the benchmark everyone else is measured against.
A 175-year-old print publisher rebuilt itself into the authority regulated professionals can't work without. A Marketing Canvas Method read of a fully-built A8 Niche Expert.
ALDI Belgium is losing the price war it built its brand on. The fix isn't a campaign — it's the shelves.
ALDI Belgium is losing the price war it built its brand on. A Marketing Canvas Method diagnosis of the A8 Niche Expert — and why the fix is the shelves, not a campaign.