Six archetypes, one company: walk Nike's sixty-year strategy arc.
Nike has worn six archetypes since 1964 — and stalled twice for the same reason. This interactive walk-through rebuilds the Vital 8 at every phase, from A9 Category Creator to today's A4 Stagnant Leader, and surfaces the twin-stall pattern — value lagging the category — along with the escape Nike has run before.
Nike didn't lose its touch. It ran a margin playbook that hollowed the brand it was standing on.
At June 2026 Nike is a $46B leader that shrank — but the method finds two Fatal Brakes mis-built rather than missing, a foundation still intact, and a second stall in a sixty-year pattern Nike has escaped before. Recoverable, not terminal — if it fixes the walls before it celebrates the comeback.
Apple has no problem the method can find. For a company this size, that's exactly the warning.
Apple has no problem the method can find — which, at this scale, is the warning. A Marketing Canvas Method read of the A3 Brand Evangelist at full alignment, across 50 years and six archetypes.
Odoo built a €5 billion company by being everything SAP wasn't. Its hardest decision is what to become next.
How Odoo disrupted SAP with open-source ERP — and why its all-strengths scorecard is a transition signal. A Marketing Canvas Method A1 Disruptive Newcomer read.
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.
Nespresso didn't have the wrong product. It had the wrong job.
In 1988 Nestlé nearly shut Nespresso down. A Marketing Canvas Method case: how the A9 Category Creator fixed the wrong job and built a category from zero.