You Don’t Need a Bigger Lake. You Need Better Bait.
The strategic question that dominates the conversation, and the better question to solve first.
THE BRIEF™ by Original Minds®
A daily(ish) hit of ideas, trends, and provocations to fuel the minds of leader shaping the future of brands and business. by Original Minds® - a strategic intelligence and advisory firm focused on choice-led growth.
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Latest posts
The GLP-1 Consumer Is Rewriting the Value of Every Bite
Why one of the biggest shifts in food isn’t about what people eat—but how they decide what’s worth eating.
AI Is Becoming the First Sales Meeting
Why businesses must compete for algorithms before they compete for buyers.
Why Your Growth Strategy Is (Likely) Built on Outdated Assumptions
Every growth strategy contains a hidden set of assumptions. But are they true?
The Cost Of Choice Confusion
Clarity is often more important than differentiation.
Differentiation Is the Wrong Target
The brand strategy conversation has been asking the wrong question for thirty years.
Positioning Strength: The Measure Of Choice.
Most companies have a positioning strategy. Very few have a market position.
Why Your Value Proposition Is Losing You Customers You Should Be Winning
Every time you are not the most relevant choice, you are losing money.
The Brand Strategy You Can't Actually Strategize
Or can you?
The DTC Illusion: Why Most Brands Get It Wrong — And What the Best Actually Do
How some brands win - and other loose.