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Steve Wunker, Author at Branding Strategy Insider - Page 6 of 21

3 Ways Marketing Innovators Can Embrace A.I.

Enterprises struggle with disruption. Their records of dealing with major disruptive technologies – such as the advent of the web, smartphone, and cloud – are generally not encouraging. Responses are often too narrow, reactive, and late. In our team’s close collaborations with the late Harvard Business School Professor Clayton Christensen and since we’ve seen a relatively small number of enterprises rise to the challenge and capture the upside of upheaval. It isn’t easy, but a...

What Is Your Customer Really Buying?

“The customer rarely buys what the business thinks it sells him.” I often use this quote from the great Peter Drucker to help explain the concept of Jobs to be Done (I took it from Clay Christensen, who did the same). But the quote goes much further, and it relates to much more. Consider these examples:

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