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A Better Way


It’s no wonder change is compared to stormy weather.


Because it can be tough to predict and difficult to survive.


But change doesn’t have to be a dangerous, destructive force.


There’s a better way to predict, manage, and profit from it.


I have helped organizations ranging from Pepsi to Disney

to gather, evaluate and act on the strategic insights they need

to navigate change.


The process I use is probably unlike anything you’ve seen. 

Traditional Processes for Profiting from Change
Customer Insights

Helps answer "who are your customers" and "what motivates, engages, or repels them"?

This often includes but isn't limited to:

  • Research.

  • Analysis.

  • Segmentation/Personas.

  • Workshops and ideation for focus and direction.

  • Clarity and "aha" insights into customer needs and motivators.

Strategy & Tactics

Helps answer "where should we focus" and "what tactics will get us where we want"?

This often includes but isn't limited to:

  • Competitive Maps.

  • Identifying and targeting "ideal" customers.

  • Redirecting business focus.

  • Refreshing or creating new Brand strategy.

  • Creating an "enemy" or a "tribe".

  • Flanking.

  • How to optimize PR and promotion. 


Helps answer "how will we meaningfully differentiate from the competition", "where are our customers", and "what will engage our customers best"?

This often includes but isn't limited to:

  • Branding.

  • Positioning.

  • Advertising.

  • Website design and functionality.

  • Engagement.

  • Social Media.

  • Promotion.

  • Content creation.

  • Media Planning.

  • Logos.

  • Taglines.

Creativity & Imagination

Helps put the "wow" in strategy, tactics, and marketing by aligning originality and creativity to support and deliver the client's core messaging.

This often includes but isn't limited to:

  • Brainstorming.

  • Lateral Thinking.

  • Creative Ideation.

  • Cross-team interaction.

  • Design.

  • Video, stories, and language.

Conscious Collaboration

This one is important once the direction and tactics are clear. It helps ensure that the client's team and our team are aligned, optimized, and focused on a clearly agreed-on Outcome, supported by strong execution.

A few of the ways we have helped clients profit:
  • ​Strategic and creative advice that helped guide Viacom Networks to more than $200mm in additional revenue

  • Breakthrough customer insights for Pepsico and Nationwide Insurance that helped Nationwide earn millions in their communications division

  • Marketing and branding strategy tied to execution that paid off with millions for healthcare and pharma companies, including Fellow Health Partners and Zimmer Biomet

  • Creative branding solutions and management insights that helped boost Coastal Bridge Advisors' customer engagement and revenue by breakthrough differentiation

  • Doubled late night revenue for NBC television

“John possesses deep marketing acumen.” 

Jeff Fuhrman, President
Coastal Bridge Advisors

“He has a keen business sense and understands the big picture strategy and overall business needs”

Liz Capants, CEO
EBC Associates

“John’s research, strategic analysis, tactical insights, creativity, and ability to look into the future helped us”

Michael N. Brown, CEO
Fellow Health Partners

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